Waitrose introduces a thrilling Christmas campaign featuring a star-studded cast and a festive mystery.
- The campaign, ‘Sweet Suspicion, A Waitrose Mystery,’ includes actors from popular series such as Succession and Fleabag.
- A 90-second film directed by Lucy Forbes starts the mystery centered around a missing Red Velvet Bauble Dessert.
- The campaign will conclude with a 60-second reveal film, keeping audiences guessing through social media and in-store activities.
- A collaboration with ITV and The Times enhances the campaign’s reach, along with in-store employee engagement efforts.
Waitrose has unveiled the initial segment of its two-part festive advertising campaign with a captivating mystery theme. Titled ‘Sweet Suspicion, A Waitrose Mystery’, the campaign stars renowned actors including Matthew Macfadyen from Succession and Sian Clifford from Fleabag, amongst others. The narrative revolves around the disappearance of the No.1 Waitrose Red Velvet Bauble Dessert as a family prepares for Christmas, engaging audiences through a blend of humor and intrigue.
The advertisement, crafted by Saatchi & Saatchi and directed by Lucy Forbes, spans 90 seconds and is characterized by the comedic and dramatic talents of its star-studded cast. It captures a unique storyline where an amateur detective, portrayed by Macfadyen, embarks on a whimsical quest to solve the festive dessert mystery.
Further enticing viewers, the campaign is designed to unfold over several weeks, with its climax presented in a 60-second film that will reveal the identity of the dessert thief, serving as the finale of this innovative two-part series. This approach marks a novel strategy for Waitrose, aiming to engage customers in an ongoing narrative filled with suspense and festive charm.
Expanding beyond traditional advertising methods, Waitrose integrates a social-first activation featuring exclusive character alibis and collaborations with beloved fictional detectives. Additionally, a physical evidence board at London’s Kings Cross Station and strategic partnerships, such as those with ITV and The Times, are part of the broader campaign to stimulate public interest and engagement.
Waitrose has also incorporated in-store elements, with staff participating actively by wearing ‘suspect’ t-shirts, adding an interactive dimension to the marketing effort. Nathan Ansell, Waitrose’s customer director, emphasizes the fun and allure of the campaign, highlighting how it showcases the irresistible appeal of Waitrose’s Christmas food selections.
Waitrose’s innovative ‘whodunnit’ campaign brings a mixture of suspense and festive spirit to its Christmas advertising strategy.
