Waiting for Christmas is hard. Especially when it comes to all that yummy food. Adam&eveDDB has used this essential truth to bring Waitrose into Christmas thinking. Central to its Too Good To Wait campaign is the idea that Christmas is about enjoying great quality food with the people who matter most but when it’s Waitrose food, you’ll do whatever it takes to get to it as quickly as possible.
To make its point even more persuasively, the agency is launching the Waitrose campaign with a very clever media trick. In an ITV first, viewers will see other television ads fast forwarded until they see the Waitrose ad’s debut during the break of the second episode of Coronation Street on ITV1 on Friday November 9. The ITV partnership was conceived and brokered by Manning Gottlieb OMD for Waitrose & Partners.
https://youtu.be/DYffYO9RZwc
adam&eveDDB has also broken with the Christmas campaign tradition of presenting one massive production, giving Waitrose & Partners a Christmas series instead. Each of the six ads highlights the important role food plays at Christmas by showing families and friends rushing through a familiar festive scenario to enjoy their festive fare.
https://youtu.be/pnWodnR1lao
In the run-up to the first TV advert airing, ITV has been running a number of teasers for the campaign, during which the continuity announcer becomes distracted by some of the retailer’s delicious food before remembering to announce the next programme.
The first two ads to launch on TV are Carol Concert and Mistletoe.
Both of these will also run in cinemas from November 16, to coincide with the premiere of the new Fantastic Beasts film, The Crimes of Grindelwald.
The six films will all appear between November 9 and December 14.
The Waitrose & Partners fine wine range will be promoted in print, as will special Christmas products from the Heston Blumenthal range. There are also TV idents, posters, digital out-of-home work and social media activity plus additional contextual ads – such as those featured on the All4 channel suggesting Time for a mince pie? when programmes are paused by the viewer.
Paul Billingsley, managing director, at adam&eveDDB, commented, “It’s a wonderfully simple idea built around a genuine customer insight. We all have those Christmas rituals that we dutifully observe whilst secretly wishing we could get straight to the good stuff – in this case, the delicious food from Waitrose & Partners.”
Credits:
Creative Agency: adam&eveDDB
Chief Creative Officer: Richard Brim
Creative Directors: Feargal Ballance & Patrick McClelland
Copywriter: Sali Horsey
Art director: Zoe Nash
Chief Strategy Officer: David Golding
Planning Director: Hugh De Winton
Managing Director: Paul Billingsley
Account Management: Abi Robinson, Kathryn Armstrong, Rosie Snowball & Emily Gower
Project Manager: Rasha Noronha
Head of design: Alex Fairman
Designer: Danny Edwards & Emma Vincent-Pagden
Producers (TV): Louise Richardson & Chris Battye
Producer (Idents): Hannah Needham
Producer (Print & OOH): Olly Ravaux
Media agency: Manning Gottlieb OMD
Production (TV)
Production company: Outsider
Director: James Rouse
Producer: Benji Howell
DOP: Stephen Keith Roach
Editing: Bill Smedley & Art Jones @ Work Editorial
Post Production: Framestore
Post Producer: Josh King
Colourist: Steffan Perry
Music: SIREN
Audio Post Production: Anthony Moore & Dan Beckwith @ Factory Studios
Production (Idents)
Production company: MJZ
Executive Producer: Lindsay Turnham
Producer: Amy Appleton-Smith
Director: Joy Kilpatrick
DOP: Stephen Keith Roach
Editing: Bruce Townend @ The Quarry
Post Production: NineteenTwenty
Post Producer: David Keegan
Colourist: Steffan Perry
Music: SIREN
Audio Post Production: Dan Beckwith @ Factory Studios
Production (Print & OOH)
Producer: Hat Margolies @ Lucid Representation
Photographer: Con Poulos
Retoucher: Jon Webb
Head of design: Alex Fairman
Designer: Danny Edwards & Emma Vincent Pagden
Digital Designer: Adrian Baker @ Cain & Abel
Client: Waitrose & Partners
Client Team:
Martin George – Customer Director
Rupert Ellwood – Head of Marketing
Jo Massey – Senior Marketing Manager, Advertising
Alia Ahmad – Marketing Manager, Advertising
James Ward – Marketing Manager, Advertising
Becky Hofstede – Assistant Marketing Manager, Advertising
