The Waitrose 2025 festive campaign has arrived and it’s the rom-com I never knew I needed, providing the perfect gift this Christmas.
The ad is an absolute triumph in festive advertising, delivering an ambitious four-minute romantic comedy that is precisely what its audience craves.
Starring the acclaimed actress Keira Knightley and the wonderfully deadpan comedian Joe Wilkinson, the ad – titled The Perfect Gift – is a miniature cinematic experience that expertly uses food as the ultimate love language. It’s an ideal blend of seasonal warmth, celebrity power and strategic brand positioning.
A Flawless Recipe for Festive Connection
The campaign, directed by the BAFTA-winning Molly Manners, charts the blossoming, entirely food-focused relationship between Knightley and Wilkinson’s characters. The narrative begins charmingly, with a chance encounter at a Waitrose cheese counter, an almost impossibly perfect meet-cute for the premium grocer. The story climaxes with Wilkinson’s character, Phil (reprising his role from the 2024 “whodunnit” campaign), recreating Knightley’s Nan’s cherished turkey pie recipe. This journey, from initial connection over a shared passion for fine food to the ultimate act of culinary devotion, resonates deeply with the core Waitrose shopper who views food preparation as an act of love and celebration.
Waitrose Chief Customer Officer, Nathan Ansell, highlighted the uniqueness of this approach, calling the four-minute film an “industry first” that “pays homage to the seasonal romantic comedy tradition.” It’s a strategy designed not just to sell groceries, but to sell a feeling. Thatwarm, fuzzy seasonal glow that defines the holidays.
The Magic of Unexpected Chemistry
The casting and direction are key to the ad’s success. Director Molly Manners, whose recent work on the flawless Netflix adaptation of One Day earned her critical acclaim and an RTS award, brings a delicate, note-perfect touch to the proceedings. She masterfully pairs Knightley, known for her romantic drama prowess, with Wilkinson, known for his comedic timing, creating a truly “magical in such an unexpected way” chemistry, as Manners herself described.
Knightley expressed her enthusiasm by noting she “couldn’t turn it down” when the script involved her “falling head over heels in love over a shared love of cheese.” Wilkinson’s humorous take, claiming it was “tough having to eat the delicious Waitrose food and falling in love with Keira,” ensures the tone remains light, self-aware, and perfectly suited to the time of year. This high-calibre talent, facilitated by production from Biscuit Filmworks and creative work from Wonderhood Studios, elevates the advert to cinematic quality, justifying the lengthy four-minute runtime.
I didn’t think anything would top this year’s Burberry ad, but Waitrose, you’re in front.
Visit me on LinkedIn.
Read more of my blogs.
About Me
If you enjoy my blogs, you might be curious about my background. I’ve worked in PR and Marketing since 1993. Later, in 1999, I founded a full-service agency and spent the next 24 years successfully growing it. During that time, I had the privilege of partnering with some of the biggest blue-chip brands in the UK and learned extensively from the exceptional marketing professionals I met along the way. Then, in 2023, the management team I built successfully acquired my agency, 8848, setting me free to pursue new passions.
Now, my love of marketing and communications powers our own family venture: a retreat of holiday cottages in the Peak District. I love making brands look and work better, and consequently, in just a few short years, we’ve driven significant growth. In fact, thanks to my focus on SEO, we consistently rank on page one for most key regional search terms, making 2025 our busiest year yet.
Do you need help making your brand or business perform better? If so, I’d love to meet you.