Waitrose Christmas Campaign | The Best Bit Is the Food | Clapboard Ad Archive

You Can Taste When It’s a Waitrose Christmas

Description

Waitrose’s Christmas campaign, You Can Taste When It’s a Waitrose Christmas, launched in the United Kingdom in November 2021, centers around the idea that the best part of the festive season is the food. Created by the ad agency adam&eveDDB, this 60-second film advert features Ashley Jensen, known for her role in Extras, who highlights the joy and quality of Waitrose’s Christmas offerings, emphasizing that exceptional festive food enhances every celebration, regardless of time, place, or occasion. The campaign elevates signature Waitrose products, showcasing indulgent items such as Heston’s mince pies and truffle-infused prosciutto, reinforcing the message that Waitrose delivers the delicious, high-quality ingredients that make Christmas truly special. The ad is supported by a rich soundscape including Carol of the Bells composed by Wake The Town and Big Boss Bells by BMG Production Music, adding a festive auditory backdrop to the visual storytelling. By positioning food at the heart of the Christmas experience, Waitrose taps into the emotional and sensory aspects of the holiday, appealing to consumers’ desire for memorable moments centered around taste and quality. The campaign also leverages social media engagement through the hashtag #ChristmasAtWaitrose and encourages continuous connection with the audience via its YouTube channel, inspiring viewers to stay tuned for new content. This strategic communications effort not only reinforces Waitrose’s positioning as a premium food retailer but also creates a compelling narrative that connects with festive shoppers seeking exceptional food experiences for their holiday celebrations.

Credits

Client

Waitrose

Agency

adam&eveDDB

Chief Creative Officer

Richard Brim

Joint Chief Executive Officer

Tammy Einav

Managing Director

Paul Billingsley

Creative Director

Matt Gay, Feargal Ballance

Creatives

Molly Wilkof, Mark Shanley, Frances Leach, Chris Bowsher

Producer

Mary Fostiropoulos, Sally Patterson, Kwok Yau, Paz Parasmand

Account Management

Georgia Roca, Scarlett Aldridge, Ellen McPherson

Strategic Planner

Hugh De Winton

Senior Planner

ShuHan Lee

Legal

Tom Campbell, Trine Odin

Media Planning

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Campaign Proposition

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Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This Waitrose Christmas campaign centers on celebrity Ashley Jensen, signaling the ONGOING CHARACTERS OR CELEBRITIES format. The ad doesn’t directly demonstrate the food (so not Demonstration), nor does it position the story as a classic arc with a problem needing a solution (disqualifying Problem/Solution or Exemplary Story). Instead, Jensen’s involvement and recognizability drive brand memorability and warmth, with her presence drawing attention to Waitrose’s festive food. The narrative is built around celebration and enjoyment, not overcoming obstacles, making the celebrity association the core device here. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

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