Waitrose introduces a captivating ‘whodunnit’ Christmas campaign featuring notable actors.
- Matthew Macfadyen leads the star-studded cast in a festive mystery ad.
- The plot revolves around a missing Waitrose Red Velvet Bauble Dessert.
- The mystery unfolds over two parts, with a nationwide reveal expected soon.
- The campaign includes social media activations and unique partnerships.
Waitrose has launched the first chapter of its intriguing two-part Christmas advert series named ‘Sweet Suspicion, A Waitrose Mystery’. This creative initiative stands out by featuring a lineup of acclaimed actors such as Matthew Macfadyen, Joe Wilkinson, Rakhee Thakrar, and Sian Clifford. The advert crafts a narrative brimming with excitement and suspense, engaging viewers in a Christmas day mishap where the No.1 Waitrose Red Velvet Bauble Dessert mysteriously disappears. The film, lasting 90 seconds, is directed by Lucy Forbes, known for her work on ‘This is Going to Hurt’.
The commercial is the brainchild of Saatchi & Saatchi and centres around a family actively preparing for their festive celebrations. The storyline takes a twist when, in the midst of these preparations, they discover the dessert has vanished, prompting Macfadyen’s character to embark on a comedic yet earnest quest to uncover the thief.
Key culinary elements in the advertisement include enticing items such as a melting Reuben Rarebit, Brown Butter Mince Pies with Cognac, and a Treacle Glazed Turkey Crown. These elements not only add to the festive charm but also highlight Waitrose’s commitment to showcasing its culinary range.
In a strategic move, Waitrose has planned the campaign to roll out over the next few weeks, with anticipation building towards a 60-second revelation that will finally identify the dessert thief. As part of the broader campaign, a unique activation on social media has been introduced, featuring exclusive character alibis and contributions from beloved national detectives keen on solving the mystery. Moreover, numerous initiatives, like an evidence board set up at London Kings Cross Station, partnerships with ITV, and collaborations with The Times & Sunday Times, further amplify the campaign’s reach and engagement.
In-store activities are set to include Waitrose Partners donning ‘suspect’ t-shirts, adding an interactive and engaging layer for customers. According to Nathan Ansell, Waitrose’s customer director, this campaign marks a departure from tradition by incorporating elements of mystery and interaction, aiming to keep customers intrigued about their favourite festive treats.
Waitrose’s innovative approach to the festive advert season combines mystery and marketing in an engaging blend.
