As the Christmas season approaches, the competition among premium supermarkets heats up. Following in the footsteps of Marks & Spencer, Waitrose has released its most ambitious festive advertisement yet, featuring a dazzling lineup of stars.

This year’s ad, titled Sweet Suspicion: A Waitrose Mystery, is set to captivate audiences with a festive 'whodunnit' tale. Directed by Lucy Forbes, known for her work on This is Going to Hurt, the 90-second film, crafted by the renowned agency Saatchi & Saatchi, revolves around a family of food enthusiasts who are busily preparing for their Christmas feast. However, chaos erupts when their centerpiece dessert—the luxurious No.1 Waitrose Red Velvet Bauble Dessert—disappears mysteriously.

In a comedic twist, the role of the amateur detective is played by Matthew Macfadyen, famed for his performance in HBO's Succession. He embarks on a quirky investigation to unveil the dessert thief. The suspects? A disgruntled grandmother, the seemingly perfect hostess Samira, and even Fig, the mischievous family cat—all of whom provide plenty of comedic moments.

In a unique departure from traditional ads, this one concludes with a cliffhanger, leaving audiences on edge as they await the reveal of the thief in a follow-up 60-second ad set to air in the coming weeks.

Accompanying the star-studded cast, viewers will also encounter an assortment of new festive delicacies featured in the ad, including tantalizing melting Reuben Rarebit, decadent Brown Butter Mince Pies laced with Cognac, and the impressive Glorious Treacle Glazed Turkey Crown.

Nathan Ansell, Waitrose's Customer Director, stated, “We’re excited to keep our customers engaged with a festive crime drama featuring an incredible cast. This campaign showcases our finest Christmas foods while adding a sprinkle of fun and excitement.”

Matthew Macfadyen shared his excitement about stepping into the role of detective, saying, “I’ve always loved playing detective characters, and working on this playful Waitrose whodunnit has been a joy. I’m looking forward to seeing how the public reacts to our little mystery.”

To enhance the excitement, Waitrose is launching a broader Christmas campaign that includes interactive social media activities featuring character alibis and special appearances by beloved detectives from popular culture, aiding in the investigation. Moreover, an intriguing physical evidence board will be displayed at London’s King's Cross Station, and to deepen the intrigue, Waitrose Partners will don 'suspect' t-shirts in stores to engage customers.

This festive season, as families gather to celebrate, all eyes will be on Waitrose's clever twist on holiday advertising—making not just their food tempting but creating an engaging narrative that invites everyone to join in the mystery! Don’t miss out on uncovering the truth behind the holiday chaos—tune in to see who truly swiped the dessert!