By Amy Houston, Senior Reporter

November 15, 2022 | 3 min read

The festive spot is soundtracked by the classic Bing Crosby tune It’s Beginning to Look a Lot Like Christmas, which is also the title of the ad campaign.

Waitrose is celebrating its partners and suppliers in its annual Christmas campaign. Created by Adam & Eve/DDB, the 60-second spot showcases the level of care and commitment that goes into the supermarket’s food all year long.

The film highlights the icy conditions farmers work in throughout the winter months, the delicate task of beekeeping and even the attention to detail when it comes to picking crops.

“Christmas is a very special period, and we don’t often talk about the time and effort our Waitrose Partners and our many farmers, growers and producers spend making the day magical for our customers,” said Emma Isaac, head of marketing at Waitrose.

“This year we wanted to do something different from the norm that’s inspired by our Partnership Purpose and builds on why Waitrose food is ‘Food To Feel Good About.’ So we decided the care, hard work and dedication of our suppliers and partners deserved the spotlight in this year’s campaign because, at the end of the day, we couldn’t do Christmas without them.”

The ad will make its TV debut on November 15 during the final of The Great British Bake Off, as well as video on demand (VOD) platforms, cinema, broadcaster video on demand (BVOD), YouTube and social media.

Matt Gay, creative director at Adam & Eve/DDB, added: “It’s becoming increasingly difficult to stand out at Christmas, making it tempting to create epic narratives with heaving tables of food. But we just didn’t feel that was the right approach, considering the social climate. So when we saw a script that had a unique take on Christmas, it felt like a refreshing way to go.”

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