Waitrose aims to keep ‘conversation going’ with two-part Christmas ad

Waitrose is focusing on an “interactive” campaign for Christmas 2024, running across “all channels” and in-store activations, according to customer director Nathan Ansell.

The supermarket’s second Christmas campaign with agency Saatchi & Saatchi – and Ansell’s second festive campaign with the brand – has built on its promise to be “bolder” in its communications with a celebrity filled two part whodunnit campaign inviting customers to guess who stole the Christmas dessert.

The main 90-second video features a family Christmas day scene including the likes of Matthew Macfadyen from Succession and Sian Clifford from Fleabag. It soon becomes clear the Waitrose pudding has been stolen from the fridge and only the box remains. At this point Macfadyen’s character, who is reading a murder mystery during the opening scene, assumes the role of detective and interviews each member of the family – including the cat – demanding their alibis.