A new Christmas advertisement promises to captivate audiences with its engaging story and star-studded cast. Debuting on 5 November 2024, the two-part campaign titled ‘Sweet Suspicion, A Waitrose Mystery’ presents a festive ‘whodunnit’ narrative set to keep viewers guessing.
The advertisement features an ensemble cast, including notable actors such as Matthew Macfadyen famous for his role in ‘Succession’, Joe Wilkinson from ‘Afterlife’, Rakhee Thakrar of ‘Sex Education’, Sian Clifford from ‘Fleabag’, Dustin Demri-Burns of ‘Slow Horses’, and Eryl Maynard known for ‘Agatha Christie’s Miss Marple’. Directed by Lucy Forbes, known for her work on ‘Eric’ and ‘This is Going to Hurt’, the 90-second advert takes viewers into a Christmas day setting where a seemingly perfect holiday is interrupted by a mystery. A key Christmas dessert goes missing, leading the amateur detective, portrayed by Macfadyen, on a mission to reveal the thief.
The advertisement places several festive food items at the centre of its mystery, highlighting the No.1 Red Velvet Bauble Dessert, alongside a range of indulgent Christmas dishes such as a melting Reuben Rarebit, Brown Butter Mince Pies with Cognac, and a Treacle Glazed Turkey Crown. Nathan Ansell, the customer director, commented on this innovative advertising approach, noting that it aims to engage customers with a mystery-filled storyline, paired with an array of delicious festive foods.
This campaign marks a departure from usual advertising approaches by employing a mystery format to enhance viewer engagement. The suspense is set to heighten over the coming weeks with a follow-up 60-second film revealing the dessert thief. The campaign also extends beyond television, incorporating social media elements with exclusive content centred on character alibis, appearances by well-loved detectives, and physical activations such as an evidence board at a major transport hub.
Furthermore, strategic partnerships with well-established media outlets like ITV and The Times & Sunday Times, alongside in-store activities, are poised to enhance the campaign’s reach. In alignment with the mystery theme, staff will don ‘suspect’ t-shirts to add an element of fun and interaction within stores.
The innovative approach to this year’s festive advertisement reflects a shift towards engaging narratives that captivate audiences beyond traditional methods. The blend of suspense, esteemed actors, and festive fare offers a unique viewing experience, potentially setting a new trend in holiday advertising.
