Waitrose kept the nation guessing with its star-studded ‘whodunnit’ Christmas ad this year, but now they’ve finally revealed the culprut.
Directed by Lucy Forbes of This is Going to Hurt, Waitrose unveiled the first instalment of its advert – Sweet Suspicion, A Waitrose Mystery – to support the start of the retailer’s Christmas campaign, on November 5.
The 90-second film, created by Saatchi & Saatchi, 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 ‘whodunnit’ ad featured an all-star cast and, for the first time, it was a two-parter, which has now reached its conclusion.
Its stellar ensemble cast includes Matthew Macfadyen of Succession, comedian Joe Wilkinson from Afterlife, Rakhee Thakrar of Sex Education, and Sian Clifford from Fleabag. Joining them are Dustin Demri-Burns of Slow Horses and Eryl Maynard of Agatha Christie’s Miss Marple.
Everyone who guessed Steve, played by Dustin, was on the money. The 60-second film unveiled the dessert thief to the nation – concluding the two-part campaign during an advert break for the Great British Bake Off on November 26.
Steve hid the dessert in the gingerbread house under everyone’s noses – before being caught in the family garden shed enjoying the first bite.
Once unveiled, the film ends with the whole family digging into the delicious dessert, which is set to be a festive showstopper for food lovers this Christmas.
Dustin said: ‘I can fully empathise with Steve and his pud-thieving ways. The pressure of making Christmas wonderful can get to us all – sometimes we just want to eat our pudding in the shed and that’s ok.’
‘I’ve been getting accused left right and centre so I’m glad the public now knows that it WASN’T ME,’ said Joe.
The campaign has so far amassed over 150 millions views across social, TV and digital channels, making part one Waitrose’s biggest ever Christmas campaign. It also ranked number one on YouTube’s Christmas Ad Leaderboard.
The amateur detective, played by Macfadyen, was on a mission to uncover the culprit in the first installment.
There were plenty of family members with motives – the disgruntled Grandma, the perfect hostess, Samira, who’s had enough of the holiday chaos?
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.
Nathan Ansell, Customer Director at Waitrose, previously 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.
‘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 said: ‘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, said: ‘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, said she has ‘always seen [herself] as the perfect host’, much like her character, but has never had such an awkward situation unfold at a dinner party.
In contrast to her character in Netflix’s Sex Education, teacher Emily Sands, she loved playing a suspect.
The new festive campaign was designed to showcase the delicious Christmas range at Waitrose while engaging viewers with its two-part mystery-and-reveal.
Meanwhile, the wider Christmas campaign included 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 was also a physical evidence board at London Kings Cross Station, an exclusive ITV partnership, and a partnership with The Times & Sunday Times.
Waitrose also kept 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 of the concept: ‘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.
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‘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.’
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 which are available in-store and online now and indulge in Waitrose’s delicious Christmas range alongside the suspense of this festive whodunnit.
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