Waitrose has released the initial segment of its 2024 Christmas promotional campaign, captivating audiences with a star-studded cast and a festive mystery.
The first part of the campaign, named ‘Sweet Suspicion, A Waitrose Mystery,’ premiered on 5th November 2024. This 90-second film is crafted by Saatchi & Saatchi and directed by Lucy Forbes, known for her work on ‘Eric’ and ‘This is Going to Hurt.’ The storyline follows a family’s Christmas preparations, abruptly disrupted by the disappearance of a famous dessert, the No.1 Waitrose Red Velvet Bauble Dessert. Matthew Macfadyen, celebrated for his role in ‘Succession,’ plays the part of an amateur detective striving to solve the mystery.
The advertisement features a talented ensemble cast. Renowned comedian Joe Wilkinson from ‘Afterlife,’ Rakhee Thakrar from ‘Sex Education,’ Sian Clifford of ‘Fleabag,’ Dustin Demri-Burns from ‘Slow Horses,’ and Eryl Maynard from ‘Agatha Christie’s Miss Marple’ each bring their unique flair to the narrative.
Food also plays a central role in the advertisement. Aside from the missing dessert, the ad showcases a melting Reuben Rarebit, mouth-watering Brown Butter Mince Pies with Cognac, and a Treacle Glazed Turkey Crown, highlighting the rich culinary offerings of the festive season.
In a shift from their usual promotional approach, Waitrose plans to sustain the intrigue over several weeks. The conclusive 60-second segment, revealing the dessert thief, will mark the campaign’s finale. Nathan Ansell, Waitrose’s customer director, noted, ‘For the first time, we’re keeping Waitrose customers guessing with a ‘whodunnit’ festive crime drama featuring a stellar cast for this year’s Christmas ad. Our Christmas campaign is all about how Waitrose food is so good, you can’t wait to get your hands on it so we’ve showcased the very best of our delicious range while also adding a touch of festive fun and sparkle.’
The broader campaign integrates social media activations, offering exclusive character alibis and insights. Moreover, the mystery will involve some of the country’s beloved detectives, aiming to solve the case collectively. A physical evidence board has been installed at London Kings Cross Station to further engage the public. Additionally, partnerships with major publications and television channels like ITV, The Times, and Sunday Times will enhance the campaign’s reach. Waitrose staff will also participate, donning ‘suspect’ t-shirts in stores.
Waitrose’s ambitious Christmas campaign not only engages viewers with its intriguing narrative and stellar cast but also highlights the quality and appeal of its festive offerings. The innovative approach promises to captivate audiences, maintaining anticipation until the final reveal.
