Waitrose celebrates sleuths in star-studded Christmas ad campaign 2024

Waitrose’s Christmas ad for 2024 has been inspired by a good old murder mystery.

Debuting its Christmas festive mystery campaign Sweet Suspicion, where food meets a celebrity-packed whodunnit plot.

The first chapter of a two-part ad launched today (5 November), seeing Succession actor Matthew Macfadyen investigates the all-star cast for the missing No.1 Waitrose Red Velvet Bauble Dessert. Alongside Macfadyen are Joe Wilkinson (Afterlife), Rakhee Thakrar (Sex Education), Sian Clifford (Fleabag), Dustin Demri-Burns (Slow Horses) and, fitting, Eryl Maynard (Miss Marple).

“I wonder if my extensive repertoire of past detective roles led to me to this very moment – starring in this wonderful Waitrose whodunnit,” asked Macfadyen.

“Working with such a great cast on such a fun project for Christmas was such a joy. I think together, we have created a story that will have the public speculating over who the pud thief really is!”

Read more: Limoncello stilton and crab crumpets in Waitrose’s Christmas range 2024

Produced by Saatchi & Saatchi, the 90 second film features clues, red herrings and antics from family members who may or may not be guilty.

Shoppers will have to wait to discover the culprit, as the mystery is solved in the next chapter. Until then, the supermarket hopes to spark social media debate over each character’s motives and alibis with hints to be dropped on Waitrose’s social pages, billboards and in-store promotions.

Featured in the ad are highlghts from the supermarket’s Christmas range including brown butter mince pies with cognac, treacle glazed turkey crown and the reuben rarebit. The dramatic red velvet dessert at the centre of the mystery will be available in-store from 19 December.

“For the first time, we’re keeping Waitrose customers guessing with a ‘whodunnit’ festive crime drama featuring a stellar cast for this year’s Christmas ad,” said customer director, Nathan Ansell.

”Our Christmas Campaign is all about how Waitrose (Christmas) food is so good, you can’t wait to get your hands on it so we’ve showcased the very best of our delicious range while also adding a touch of festive fun and sparkle. Was it Uncle Phil? Was it Fig the cat? You’ll have to wait and see!”

Waitrose’s take on a classic British murder mystery brings a refreshing twist to this year’s packed Christmas advert lineup, highlighting Waitrose’s premium offerings while also setting it apart from competitors in a way that feels entertaining and uniquely British - what could be more Waitrose.

The campaign marks the retailer’s biggest interactive Christmas push yet, featuring clues at Kings Cross, in-store with Waitrose partners wearing ‘suspect’ shirts and a partnership with ITV and The Times. Waitrose hopes its big investment will drive shoppers to splurge this winter as the Sweet Suspicion campaign positions itself to engage festive shoppers everywhere.