Waitrose has finally revealed the elusive dessert thief in the second part of its much anticipated 2024 Christmas advert.
The campaign, which has gained widespread attention with over 150 million views across various platforms, is part of Waitrose’s largest Christmas campaign to date. This cinematic journey, crafted by Saatchi & Saatchi, pulls viewers into a thrilling “whodunnit” narrative that has captivated audiences nationwide.
Earlier, a survey conducted via Waitrose’s website and social media channels had participants guessing who might be the culprit. Fig, the Cat was the top suspect, securing 18% of the votes. Following closely were Gamma at 17% and May at 15%. Steve, interestingly, was considered the least likely with just 8% of the vote.
The new advert features a detective character portrayed by Matthew Macfadyen, who unravels the mystery. In a surprising turn, it is revealed that Steve was the culprit all along. The advert shows Steve sneaking the prized No.1 Waitrose Red Velvet Bauble Dessert into a gingerbread house, later caught in the family garden shed enjoying his ill-gotten gains. This revelation is set to air during prime television slots on Channel 4 and ITV, further boosting its exposure.
This eventful conclusion was eagerly anticipated by viewers, who had been caught up in the festive suspense over the past weeks. Customers actively engaged with the campaign, sharing theories and predictions both online and in-person at Waitrose stores. Waitrose’s customer director, Nathan Ansell, mentioned the lively interactions: “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 ad t-shirts in-store with their predictions of who the culprit is, we’ve also seen huge engagement on social media polls.”
Ansell expressed his excitement for the grand reveal, highlighting the joy and surprise that the advert has brought: “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 Waitrose Christmas campaign has successfully created a blend of mystery and festive cheer, capturing the imagination of many. As Steve’s identity as the dessert thief comes to light, the ad culminates with a heartwarming scene of family unity over the delicious dessert.
