Waitrose: The Perfect Gift

Introducing 'The Perfect Gift', a first-of-its-kind festive romantic comedy short for Waitrosethat reimagined seasonal advertising as food-led entertainment.

Led by a four-minute film and launched like a blockbuster festive rom-com, the campaign (starring Kiera Knightley and Joe Wilkinson and directed by Molly Manners), broke from traditional supermarket marketing and repositioned Waitrose from 'another supermarket brand' to a true food entertainment brand, which champions 'saying it with food', celebrating how food expresses love, care and connection at Christmas.

Around this, we visually built a world inspired by classic British rom coms while keeping Waitrose at its core. A bespoke typographic treatment evoked the craft and romance of rom-com title cards and was rolled out consistently across all touchpoints. Subtle brand cues (deep Waitrose green backdrops and sub-copy set in Gill Sans) anchored the work in the brand.

To complete the world, we collaborated with photographer Jason Bell on a series of poster-style images inspired by iconic romantic comedy key art.