Waitrose keeps Britain guessing in star-studded ‘whodunnit’ Xmas ad via Saatchi & Saatchi UK

In the lead-up to Christmas, Campaign Brief is shining a spotlight on the season’s most anticipated campaigns from around the globe. As these campaigns roll out, we’ll be rounding up the highlights to keep you in the loop.

 

Waitrose has unveiled the first instalment of its Christmas advert – Sweet Suspicion, A Waitrose Mystery – to support the start of the retailer’s Christmas campaign created by Saatchi & Saatchi London and directed by Lucy Forbes through Smuggler.

A festive cliffhanger; the ‘whodunnit’ Christmas ad features an all-star cast and – for the first time – is a two-parter, concluding in the coming weeks.

A stellar ensemble cast including Matthew Macfadyen of “Succession”, comedian Joe Wilkinson from “Afterlife”, Rakhee Thakrar of “Sex Education”, Sian Clifford from “Fleabag”, Dustin Demri-Burns of “Slow Horses” and Eryl Maynard of “Agatha Christie’s Miss Marple” and directed by Lucy Forbes whose recent work includes “Eric” and “This is Going to Hurt.”

The 90-second film 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: “I’ve always seen myself as the perfect host, much like Samira, however I’m lucky to not have awkward guests at my Christmas celebrations so we rarely have any mystery or drama but I loved being a suspect… or the culprit, who knows?!”

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. 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: “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.”

Campaign Title: Sweet Suspicion
Client: Waitrose
Advertising Agency: Saatchi & Saatchi
Media Buying Agency: Manning Gottlieb OMD

AV Production Company: Smuggler
Director: Lucy Forbes
Score: Soundtree
Music: Wake The Town
Track: ‘Steal Away’ By Robbie Dupree