The advert, called ‘Sweet Suspicion, a Waitrose mystery’ features Succession star Matthew Macfadyen, comedian Joe Wilkinson, Sex Education’s Rakhee Thakrar and Sian Clifford from Fleabag.
The Saatchi & Saatchi created campaign centres around a family preparing for Christmas dinner, only to find that the No 1 Waitrose Red Velvet Bauble Dessert has gone missing from the fridge – putting all of the family members under suspicion and thrusting Macfadyen into the role of an amateur detective trying to crack the cold case.
The campaign has been split into two parts, with the second film unmasking the thief to be unveiled in the coming weeks.
The wider campaign will also include a social-first activation, including alibis for the characters and special appearances from some of the UK’s favourite detectives to try and solve the mystery.
Waitrose customer director Nathan Ansell said: “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.”
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