Waitrose has launched the first instalment of its two-part star-studded festive ‘whodunnit’ Christmas advert.
The campaign, titled ‘Sweet Suspicion, A Waitrose Mystery’, features Succession actor Matthew Macfadyen, comedian Joe Wilkinson, Sex Education’s Rakhee Thakrar and Sian Clifford from Fleabag.
Dustin Demri-Burns from Slow Horses and Eryl Maynard of Agatha Christie’s Miss Marple also appear in the 90-second film directed to This is Going to Hurt’s Lucy Forbes.
The ad, created by Saatchi & Saatchi, centres around a family preparing for Christmas day, only to discover that the No.1 Waitrose Red Velvet Bauble Dessert has gone missing. The amateur detective, played by Macfadyen, then goes on a mission to uncover the culprit.
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Other key ‘food stars’ of the ad include a melting Reuben Rarebit, Brown Butter Mince Pies with Cognac, and a Treacle Glazed Turkey Crown.
In a new approach for the upmarket grocer, the mystery will unfold over the next few weeks, when a 60-second film finally unveils the dessert thief to the nation – concluding the two-part campaign.
The wider Christmas campaign will include a social-first activation with exclusive character alibis and a special appearance by some of the nation’s favourite detectives trying to help crack the case.
There will be a physical evidence board at London Kings Cross Station, an exclusive ITV partnership and a partnership with The Times & Sunday Times. There will also be activity from Waitrose Partners in-store, who will wear ‘suspect’ t-shirts.
Waitrose customer director Nathan Ansell said: “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 (Christmas) 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. Was it Uncle Phil? Was it Fig the cat? You’ll have to wait and see.”
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