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Waitrose swaps hero film for six 30-second spots in 'Too Good To Wait' Christmas campaign

Waitrose & Partners has parked the concept of a hero Christmas film this year and opted for a series of six 30-second spots.

The series, created by Waitrose & Partners' long-term agency Adam&Eve/DDB, is a light-hearted take on the role food plays during the rituals and traditions of Christmas. Central to the campaign is the idea that the festive season is about enjoying great quality food with the people that matter most.

Each ad in the series features a familiar festive scenario and shows people doing whatever it takes to get to Waitrose food as quickly as possible.

The anticipated Christmas ad from sister brand John Lewis is soon to follow.

The campaigns come after John Lewis and Waitrose announced their rebrand to John Lewis & Partners and Waitrose & Partners respectively, a strategy that aims to underline the qualities that make the group different from its competitors amid a year of doom and gloom for retailers.

ITV1 will showcase the ad today (November 9). Tieing in with the 'Too Good To Wait' idea, viewers will see other television ads fast forwarded until they get to the Waitrose ad as it airs for the first time during the break of the second episode of Coronation Street.

The ITV partnership was conceived and brokered by Manning Gottlieb OMD for Waitrose & Partners.

Martin George, customer director at Waitrose & Partners, said: "Looking forward to the traditions and special moments is what makes Christmas the most wonderful time of year, but there’s also another aspect that adults and children alike just can’t wait for…the food."

Paul Billingsley, managing director, at Adam&Eve/DDB, added: "It’s a wonderfully simple idea built around a genuine customer insight; we all have those Christmas rituals that we dutifully observe whilst secretly wishing we could get straight to the good stuff… in this case, the delicious food from Waitrose & Partners."

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