Waitrose unashamedly positions food as the best part of Christmas

Waitrose has become the latest brand to show its hand for Christmas with the unveiling of some festive star power to communicate its place as the home of the best Christmas food.

Drawing on the personalities of Extras star Ashley Jensen and celebrity chef Heston Blumenthal, the commercial promotes the funny side of festive food, bringing some much-needed seasonal cheer.

Centered on the message that ‘the best bit of Christmas is the food,’ the campaign by Adam&eveDDB showcases the stomach-rumbling treats available to fill your Christmas table, including Truffle Smoked Salmon, No 1 Truffle Prosciutto Crudo and Bronze Feathered Free Range Turkey.

Showcasing the tempting fare, the advert sees Jensen host her own Christmas party, with the actress attempting to pass off Blumenthal’s mince pies as her own. Jensen said: “My favorite part of Christmas has always been the food, and all the wonderful occasions that come wrapped up in the festive season.”

Blumenthal added: “My scrumptious Night Before Christmas Mince Pies and The Giant Cracking Penny make it even easier to be the ultimate host over the busy festive season, along with the other ready-made goodies that you can pick up in Waitrose shops or online.”

Customer director Martin George commented: “We felt the feasting and celebrations deserved the spotlight in this year’s campaign because, after all, the best bit of Christmas is the food.”

The advert will premiere during Emmerdale on ITV and The Great British Bake Off on Channel 4 later today, and dovetails with a series of individual product adverts for the grocer’s Christmas menu in the run-up to the big day.