Waitrose has revealed the identity of its mysterious festive thief in the highly-anticipated second instalment of its blockbuster Christmas ad campaign.
Developed by creative agency Saatchi & Saatchi and featuring an all-star cast including Matthew Macfadyen, Joe Wilkinson, Rakhee Thakrar, Sian Clifford, Dustin Demri-Burns and Eryl Maynard, the film puts an end to weeks of speculation.
Having already amassed a whopping 150 million views across social, TV and digital channels, the campaign’s oily culprit was revealed to be none other than Steve – who had snuck off to the garden shed to enjoy the coveted red velvet cake all by himself.
“The last few weeks have been filled with suspicion, guessing and alibis. Customers and Partners alike have been getting into the ‘whodunnit’ spirit, from wearing the ad t-shirts in store with their predictions of who the culprit is, we’ve also seen huge engagement on social media polls and I’ve even had customers getting in touch with their own detailed theories and pictures,” Waitrose customer director, Nathan Ansell said.
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“I can’t wait for everyone to find out who did it! So here’s to celebrating with some amazing GOOD food and seeing the surprise or smug looks on everyone’s faces.”
The innovative idea has clearly paid dividends, with the creative emerging as one of the grocer’s most successful festive campaigns ever – even topping the YouTube Christmas Ad Leaderboard.
Saatchi & Saatchi chief creative officer, Franki Goodwin added: “The response to Sweet Suspicion Part 1 has been immense. We’ve imbibed the internet gleefully every day since launch as the whole nation has been speculating
“It’s been especially fun to watch as all the other brilliant pieces of this campaign have come to life – from the partner T-shirts in stores to the celebrity sleuths, with all of our alibi content being as richly enjoyed as the main ad. So here it is… the big reveal! And to quote a guilty pudding scoffer, “It’s really good”.
