Waitrose wanted to reclaim its place as an everyday supermarket, shifting perceptions beyond special occasions. Instead of relying on the category's typical rational messaging, the campaign celebrated the love of food through storytelling, emotion, and cultural engagement. At its heart was The Gastronaut, a cinematic film following an astronaut's journey back to the home of food lovers: Waitrose. Supported by striking out-of-home executions, a Piccadilly Lights takeover, and teaser content from Wonderhood Makers, the campaign combined sci-fi spectacle with human insight to show that food is more than a daily necessity, it's a way of life.

Results

Drove an 1,800% increase in search interest for "Waitrose ad" within 72 hours.
A 700% increase in ad searches by the end of the first week.
A 567% rise in mentions of "Waitrose advert".
A 67% increase in overall mentions of Waitrose during the first week after launch.

Waitrose | The Gastronaut