Waitrose Say It With Food
Last Christmas, Waitrose reunited beloved romcom icons Joanna Page and Mathew Horne as part of its Say It With Food Christmas campaign. The six-part mini-series, How to Say It With Food, launched across Waitrose’s social channels throughout December, answering the nation’s most relatable Christmas quandaries through humour, heart, and delicious Waitrose food.
Celebrated for their on-screen chemistry and warmth, Page and Horne brought festive magic back to screens, starring in a series of comedic films inspired by genuine Christmas dilemmas and familiar seasonal antics uncovered through social listening.
The campaign followed the success of Waitrose’s 2024 Armchair Detectives three-parter, which reunited Line of Dutystars Vicky McClure and Martin Compston for the Sweet Suspicion campaign, further cementing Waitrose’s growing reputation as a food entertainment brand.
Created by Sophie Crean, directed by acclaimed duo CHIPS (Jonathan Brooks and Mat Laroche), and produced in-house at Wonderhood Makers, the mini-series formed the heart of a wider entertainment-led campaign. Supporting content included press junket–style interviews with Joe Wilkinson and Keira Knightley, hosted by content creator Max Balegde, alongside behind-the-scenes edits and paid influencer activity across social channels.
