The British supermarket chain Waitrose has been generating intrigue for three weeks with its Christmas campaign, “Sweet Suspicion,” created by Saatchi & Saatchi. Detective Matthew Macfadyen has finally solved the Christmas mystery of who stole the pudding for dessert.

To date, the campaign has accumulated more than 150 million views on social networks, television channels and digital. Supported by a series of surveys on the retailer’s online platforms, customers had pointed to Fig the Cat as the main suspect, closely followed by Gamma and May. But the least suspicious was the devoted cook, Steve.

The mystery has finally been solved in a second installment of the campaign in which you can see that it was Steve who organized the theft of the dessert by hiding the pudding in the gingerbread house, to be later discovered in the family garden shed.

Actor Dustin Demri-Burns, who plays food lover Steve, commented: “I completely identify with Steve and his way of stealing pudding. The pressure to make Christmas wonderful can affect us all; “Sometimes we just want to eat our pudding in the shed, and that’s okay.”