There are no adorable creatures in Saatchi & Saatchi London’s Christmas campaign for Waitrose. Yes, it has attached itself to a trend, but not that one. It’s a true crime mystery – a whodunnit. In case that wasn’t gripping enough – and it is, the campaign runs across two films spanning pre-Chrsitmas weeks, with a cliffhanger to link them – the campaign features a cast of attention-magnet stars – 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.
The two films were directed by Lucy Forbes whose recent work includes Eric and This is Going to Hurt. They will run across TV, BVOD, and OLV, as well as additional activity across social media, radio, and print. Social will include diary room-style videos of each character narrating their story leading up to the mystery.
Nathan Ansell, customer director at Waitrose & Partners, commented, “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. Showcasing Waitrose’s fantastic Christmas 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.”
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 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, commented, “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.”
Matthew Macfadyen, The Detective, added, “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, commented, “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.”
The No.1 Red Velvet Dessert at the heart of the mystery will be available from December 19 in shops or to pre order now through Waitrose.com. Until then, food lovers can treat themselves to individual Red Velvet Bauble Desserts.
Credits
Client: Waitrose
Advertising Agency: Saatchi & Saatchi
Chief Creative Officer: Franki Goodwin
Creative Directors: Brodie King & Ali Dickinson
Creatives: Joaquin Olascoaga & Bailey Alexandria
Design Director: Max Henderson
Stills Art Director: Ollie Agius
Social Group Creative Director Caroline Paris
Planning Director: Ophelia Stimpson
Planner: Elena Georgiou
Managing Partner: Alice Flanagan
Business Lead: Paul Mchugh
Account Director: Leela Mcelroy, Sarah Covill
Account Manager: James Hall, Simran Randhawa
Head of Integrated Production: Rachel Solomon
Executive Producer: Jodie Sibson
Producer: Sarah Fry
Stills Producer: Zaneta Stepien
Social Producer: Elizabeth Cavenett
Business Affairs: Liz Staley & Charlotte Fisher
Media Buying Agency: Manning Gottlieb OMD
Production Company: Smuggler
Director: Lucy Forbes
Director of Photography: Benedict Spence
Executive Producer Lucy Kelly
Producer AV: Claire Jones
Producer Social & Stills: Sian Bourke
Production Manager: Ellie Sanders Wright
Editing: Tenthree
Editor: Ellie Johnson
Post-Production Company: Harbor
Post-Production Producer: Abi Klimaszewska
Colourist: Toby Tomkins
Creative Director VFX Lead: Fergal Hendrick
Sound Studio: 750mph
Sound Engineer: Sam Ashwell & Mike Bovill
Head of Production: Olivia Ray
Score: Soundtree
Music: Wake The Town
Track: Steel Away By Robbie Dupree
Social AV Production: Smuggler
Social Director: Chirolles Khalil
Social Editors: Chirolles Khalil & Marwan Elgamal
Still Photography Production & Design Studio: Prodigious
Production Manager: Mel Brown & Sian Bourke
Photographer: Alex De Mora, Marcus Nillson
Producers Stills: Brigette Martin & Rachel Wickham
1st AD: Eddie Leaner
