The starry advertisement even comes with a festive cliffhanger, with a big reveal coming soon…
Directed by Lucy Forbes of This is Going to Hurt, today Waitrose has unveiled the first instalment of its advert – Sweet Suspicion, A Waitrose Mystery – to support the start of the retailer’s Christmas campaign.
The ‘whodunnit’ ad features an all-star cast and, for the first time, is a two-parter, concluding in the coming weeks.
Its stellar ensemble cast includes Matthew Macfadyen of Succession, comedian Joe Wilkinson from Afterlife, Rakhee Thakrar of Sex Education, and Sian Clifford from Fleabag.
Joining them are Dustin Demri-Burns of Slow Horses and Eryl Maynard of Agatha Christie’s Miss Marple.
The 90-second film, created by Saatchi & Saatchi, centres around a family of food lovers preparing for Christmas day, only to discover that the show-stopping No.1 Waitrose Red Velvet Bauble Dessert has gone missing.
The amateur detective, played by Macfadyen, is on a mission to uncover the culprit.
Was it the disgruntled Grandma, or perhaps the perfect hostess, Samira, who’s had enough of the holiday chaos? So many suspects, but who would commit such a crime of passion?
The supporting cast of ‘food stars’ features some of the new and delicious Christmas food, such as melting Reuben Rarebit, crumbly Brown Butter Mince Pies with Cognac, and a Glorious Treacle Glazed Turkey Crown.
In a new approach for Waitrose, 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.
Nathan Ansell, Customer Director at Waitrose, comments: ‘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!’
Matthew Macfadyen, The Detective, says: ‘I wonder if my extensive repertoire of past detective roles led to me to this very moment – starring in this wonderful Waitrose whodunnit.
‘Working with such a great cast on such a fun project for Christmas was such a joy. I think together we have created a story that will have the public speculating over who the pud thief really is!’
Sian Clifford, who plays the part of May, says: ‘Christmas is often a time that brings together a cast of all kinds of different characters – usually good food is the one thing we can all agree on!
‘It was a really tough gig having to eat the delicious Waitrose food for four days but someone’s gotta do it, and I was happy to give it a go – nothing says Christmas like indulging!’
Rakhee Thakrar, Samira, says she has ‘always seen [herself] as the perfect host’, much like her character, but has never had such an awkward situation unfold at a dinner party.
In contrast to her character in Netflix’s Sex Education, teacher Emily Sands, she loved playing a suspect… or perhaps she’s the culprit?
The new festive campaign is designed to showcase the delicious Christmas range at Waitrose while engaging viewers with its two-part mystery-and-reveal, a first for Waitrose.
Meanwhile, 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 also be a physical evidence board at London Kings Cross Station, an exclusive ITV partnership, and a partnership with The Times & Sunday Times.
Waitrose will also keep the nation guessing with activity from Waitrose Partners in-store, who will wear ‘suspect’ t-shirts.
Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, said of the concept: ‘When an idea is so good and the brand is so loved, that actors we’re not typically used to seeing in ads show up and steal the scenes – and the pudding – you know you’ve got a Christmas treat on your hands.
‘We talk about culture a lot in this industry, but this campaign bridges the gap between Christmas advertising and big-audience entertainment.
‘This is an entirely new direction for Waitrose at Christmas, one that we believe a brand as celebrated by British food lovers can only achieve, and it’s been a privilege to bring it to life.’
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