Waitrose’s Christmas offering is in stark contrast to sister brand John Lewis’s story of an imaginary colourful monster, crafting a sophisticated, black-and-white film set in a North Yorkshire pub during heavy snowfall.
‘Snowed In’, which aims to promote the spirit of community at Christmastime, sees local villagers gather at The Tan Hill Inn near Richmond, which has been snowed in 50 times since 2005 all thanks to it being the highest pub in Britain.
When it looks as if the blizzard outside will prevent the drinkers from leaving for their Christmas dinners, the group comes together to knock up a feast using Waitrose ingredients found in the inn’s pantry. As they sit down to carve, a rescue party knocks down the door – however none of stranded shows any signs of wanting to leave.
The line reads: ‘At Christmas, there’s nothing quite like Waitrose’.
Developed by Adam&Eve/DDB, the ad breaks on TV tonight (12 November) during The X Factor. It will also be promoted on the supermarket’s website and channels, with support on other digital platforms and digital out of home. Media is being handled by Manning Gottlieb OMD.
The campaign also comprises a series of product ads, featuring Waitrose’s idiosyncratic offerings such as Persian Spiced Christmas Pudding and Salted Caramel Profiterole Tart. These will break on TV and video on demand on 16 November and will be supported by cinema, print, digital display and out of home.
In-store, the brand will host ‘community tables’ in a selection of its cafes, which will encourage customers to sit and eat with others. Additionally, Waitrose will run a competition offering customers the chance to win one of five feasts catered by 'well-known names' for their community group.
Martin George, customer director at Waitrose, said: “Food plays an essential role in bringing people together. When we have the opportunity to eat with others, we can enjoy great food and feel closer to those we share the experience with.
“As our ad depicts, eating together is a way to share not just food but friendship and community spirit.”
Tammy Einav, joint chief executive officer at Adam&Eve/DDB, added: “Christmas and Waitrose is all about the people, the food and the joy of being together, even when you might not have planned to be. This year’s campaign is something different from Waitrose and redefines the concept of the family coming together around a home cooked meal.”