Waitrose has unveiled a four-minute romantic comedy that reinvents the classic Christmas advert through a cinematic narrative. Titled “The Perfect Gift”, the campaign stars actress Keira Knightley, an icon of the genre for films such as “Love Actually”, and comedian Joe Wilkinson, who reprises the role of Phil, his endearing character in the 2024 campaign.
It all starts with a meet cute at the Waitrose cheese counter
Directed by Molly Manners and developed by Wonderhood Studios, the campaign proposes a story where food acts as an emotional language. It all starts with a meet cute at the Waitrose cheese counter, when both characters order a piece of Sussex Charmer Mature Cheddar at the same time. From that moment on, the bond is built with emotional references, nods to the genre and, above all, with cooking: Phil ends up confessing his love by recreating Keira’s grandmother’s pie recipe, the origin of the brand’s No.1 Festive Turkey Pie.
The soundtrack, with “She’s a Star” by the British group James, reinforces the optimistic and charming tone of the story, while paying subtle tribute to Knightley as a star figure.
Beyond the romantic story, the campaign claims the role of food as a catalyst for emotions during the holidays. “Food is the greatest love language” (Food is the greatest language of love) is heard in the piece, which premieres this November 12 with a multi-channel approach: YouTube, television, social networks and additional pieces focused on products from Waitrose’s Christmas range.
Nathan Ansell, Chief Customer Officer at Waitrose, says the objective has been clear: “Our Christmas short pays homage to the seasonal romantic comedy, celebrates our festive food offering and adds a warm touch to the season. It’s the perfect Waitrose gift for you.”
With this campaign, Waitrose not only stands out for its gastronomic content, but also for offering a piece that is part of the tradition of British Christmas cinema, with its own touch of wit and affection.
