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British supermarket chain Waitrose just launched a star-studded holiday campaign that plays out like a game of Whodunnit.
Made together with multinational advertising agency Saatchi & Saatchi, the first of two spots titled "Sweet Suspicion" features an all-star cast including:
- "Succession" actor Matthew Macfadyen
- "Afterlife" actor Joe Wilkinson
- "Sex Education" actress Rakhee Thakrar
- "Fleabag" actress Sian Clifford
- "Slow Horses" actor Dustin Demri-Burns
- "Agatha Christie's Miss Marple" actress Eryl Maynard
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The short film, directed by Lucy Forbes, revolves around the mystery of the missing Waitrose pudding, with McFayden playing detective to unravel the truth behind its disappearance.
It's the first spot in a two-part series that will conclude in the coming weeks with the reveal of the dessert thief.
The short film also features a handful of Waitrose's holiday offerings, including Reuben Rarebit, Brown Butter Mince Pies with Cognac, and Treacle Glazed Turkey Crown.
Waitrose Customer Director Nathan Ansell shared his thoughts on the campaign, saying that for the first time, the brand is keeping Waitrose customers guessing with a festive crime drama featuring a stellar cast.
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"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," Saatchi & Saatchi CCO Franki Goodwin added.
Overall, the latest spot from the brand and agency keeps the festive spirit alive with the thrilling spot.
By keeping audiences engaged and guessing who the culprit may be, Waitrose not only builds brand awareness, but also cements itself as a top option for holiday needs.
So... Whodunnit?
The 90-second spot kickstarts with our star-studded cast preparing for their Christmas dinner, when suddenly, Steve (played by Dustin) shouts as he notices the pudding, which is actually the Waitrose Red Velvet Bauble Dessert, in the fridge has gone missing.
"Nobody move. This is a crime scene," Macfayden tells everyone as he steps in to solve the mystery.
He begins to interrogate them one by one, asking them questions about what they were doing before the theft occurred.
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Just as things get heated between the detective and the family cat in the hot seat, Steve tells everyone that dinner's ready.
At the dining table, tensions remain high, with Macfayden suspicious of everyone.
When Grandma (played by Maynard) tells them "no more surprises in this house," her words echo in the mind of the detective, before the spot ends with a cliffhanger.
Solving mysteries is a tried-and-tested way for brands to engage their audiences.
Earlier this year, VML and Beko paid homage to mystery films in a crime- and thriller-inspired commercial.
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