Waitrose has set the festive season alight with the launch of its 2024 Christmas campaign, unveiling a thrilling mystery-themed advert titled “Sweet Suspicion: A Waitrose Mystery.”
This ambitious campaign, developed in collaboration with the renowned London agency Saatchi & Saatchi, brings a touch of cinematic magic to the grocer’s Christmas messaging.
Spread across two blockbuster episodes, the campaign blends festive cheer with intrigue, leaving audiences captivated.
A Star-Studded Cast and a Missing Dessert
The plot of Sweet Suspicion centres around a family of food lovers preparing for Christmas Day when disaster strikes – their much-anticipated Waitrose No.1 Red Velvet Bauble Dessert has mysteriously disappeared.
The comedic whodunnit is brought to life by an all-star ensemble cast, including Matthew Macfadyen (Succession), Joe Wilkinson (Afterlife), Rakhee Thakrar (Sex Education), Sian Clifford (Fleabag), Dustin Demri-Burns (Slow Horses), and Eryl Maynard (Miss Marple).
Directed by Lucy Forbes, the ad captures the humour, warmth, and drama of a festive family gathering gone awry, with its mystery unfolding over two cinematic episodes.
Showcasing Festive Favourites
While the storyline keeps viewers guessing, the campaign’s primary focus remains on Waitrose’s premium Christmas food range.
The film artfully highlights indulgent offerings, such as the Reuben Rarebit, Brown Butter Mince Pies with Cognac, and the show-stopping Treacle Glazed Turkey Crown.
According to Waitrose’s Customer Director, the campaign embodies the idea that Waitrose Christmas food is so irresistible that people can’t wait to get their hands on it.
An Interactive Campaign with Nationwide Appeal
Waitrose is extending the reach of the campaign through engaging activations.
A physical evidence board at King’s Cross station invites commuters to join the investigation, while social media buzz is being fuelled by character alibis and appearances from beloved detectives.
Partnerships with ITV and The Times and Sunday Times promise to further amplify the campaign, ensuring it captures the nation’s attention.
Creative Excellence Meets Festive Fun
The ambitious project is being hailed as a triumph by Saatchi & Saatchi’s Chief Creative Officer, who praised the campaign’s ability to attract high-profile actors uncommonly seen in advertisements.
When the idea is so good, and the brand is so loved, the magic happens – with this is a Christmas treat in every sense.
A Campaign to Remember
With its cinematic flair, engaging storyline, and a focus on its outstanding food range, Waitrose has elevated the festive advert game to new heights.
Sweet Suspicion is not just an ad; it’s an immersive Christmas experience that highlights the grocer’s commitment to quality, fun, and festive sparkle. This campaign promises to leave audiences entertained, inspired – and perhaps a little hungry.
