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Waitrose is back with the second installation of its "Sweet Suspicion, A Waitrose Mystery" holiday campaign that finally answers the questions of a lot of viewers.
Made together with advertising agency Saatchi & Saatchi London, the campaign first launched earlier in November with a star-studded spot starring Matthew Macfayden, Joe Wilkinson, Rakhee Thakrar, and Sian Clifford, to name a few.
The stars take part in a household mystery, where Detective David (played by Macfayden) embarks on a mission to find out who stole the No. 1 Red Velvet Bauble Dessert.
Leading up to the conclusion, the British supermarket chain also made engagement polls for its customers to guess the culprit of the missing dessert.
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Overall, the campaign not only brought holiday vibes to its viewers but also made Christmas fun with a mystery that had everyone on their toes.
"The last few weeks have been filled with suspicion, guessing and alibis. Customers and Partners alike have been getting into the ‘whodunnit’ spirit, from wearing the ad t-shirts in store with their predictions of who the culprit is.
We've also seen huge engagement on social media polls and I’ve even had customers getting in touch with their own detailed theories and pictures," Waitrose Customer Director Nathan Ansell shared in a statement.
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The success of the campaign is proven by how the launch spot amassed an estimated 150 million views across social media in the past few weeks.
All-star spots tend to gain a lot of popularity, but beyond its cast, Waitrose's latest campaign is a clear-cut example of how to create emotional engagement through powerful brand storytelling.
With a trusted advertising agency like Saatchi & Saatchi at the helm, brands can ensure that their campaigns are made by experts, increasing the chances that it will produce positive results.
So, Who Did It?
The second part of the Waitrose mystery starts where the previous spot left off — at the dining table, with the detective getting everyone's attention.
"First of all, the detective has to establish motive. Could it have been greed? Desire? Or feeling undervalued?" he begins to question the guests.
The young boy at the dinner table interrupts his monologue and says that the culprit could have had all three. The detective shrugs it off by saying he's the one in charge of solving the mystery.
David then plots the actions of the accused: distracting the kids, keeping the hosts busy, and giving the detective himself an irresistible gift "to have the dessert all to himself."
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As soon as the detective realized who it was, the entire family headed to the shed to find out that it was Steve who had stolen the dessert by hiding it inside the gingerbread house.
We then see Steve taking a bite of the scrumptious dessert and getting caught in the act by everyone.
"Do you guys want some?" he asks the family, as the commercial concludes with the tagline, "Waitrose, food to feel good about."
Previously, EE and Saatchi & Saatchi launched a campaign that addressed tech confusion.
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