The Perfect Gift was created to help Waitrose cut through the crowded Christmas advertising landscape despite holding just 5% market share and an even smaller share of voice. Rather than making a traditional festive ad, we created a full-scale romantic comedy starring Keira Knightley and Joe Wilkinson, designed and marketed like a blockbuster film with trailers, posters, press coverage, and an unmissable primetime premiere on ITV. The story unfolded across every channel, from cinemas and IMAX to social, radio, and in-store, transforming a Christmas campaign into a nationwide cultural moment. By entertaining audiences with captivating content and encouraging participation online, Waitrose didn’t just advertise at Christmas - they created the nation’s favourite festive romcom, capturing national attention and driving brand love at scale.

Results

Earned over 366 million earned reach & 50% share of search.
The most-watched programme on TV at launch.
The top trending Entertainment search.
Waitrose’s most-viewed campaign ever.
The No.1 Christmas ad in the UK.

Waitrose | The Perfect Gift