Waitrose | Dinner for Tonight

Waitrose wanted to make staying in feel just as special as eating out, bringing its premium Dine In and Takeaway ranges to a younger audience who might typically opt for a takeaway. Building on ‘The home of food lovers’ platform, we created ‘It’s not fine dining. It’s fine Dine In’, a playful campaign that brings the familiar rituals of restaurant dining into the home. Across two films, a couple enjoying a romantic meal and a group of friends admiring their surroundings appear to be dining out, before a twist reveals they’ve been at home all along. Produced by our Makers Studio and rolled out across social, BVOD, digital, out-of-home and radio, the campaign puts Waitrose’s No.1 £15 Dine In for Two and £18 Takeaway for Four offers centre stage, celebrating how great food can turn an ordinary night in into an occasion worth savouring.