A Christmas Whodunnit: Why Waitrose is solving its mystery in stages

It might be called the season of comfort and joy, but in its latest ad Waitrose reminds us of the sinister crimes that can take place beneath your twinkling Christmas lights.

Like any good Agatha Christie mystery, ‘Sweet Suspicion’ unleashes the inner detective to resolve a matter of household security – did Steve, Samira or Fig the cat guzzle the red velvet bauble cake?

The 90-second ad from Saatchi and Saatchi marks the first time the grocer has chosen to take the cliffhanger approach. Until the part two reveal, viewers are forced to keep their eyes peeled for clues (and the retailer remains tight-lipped as to when that will be).

Waitrose customer director Nathan Ansell says the advert was created in response to customer feedback about Christmas ads being a little same-y: "It's too many fairies, too many carrots what have you, so we wanted to do something a little different".

With an all-star cast that includes the likes of Succession’s Matthew Macfadyen, Sex Education’s Rakhee Thakrar, Fleabag’s Sean Clifford and Slow Horses’ Dustin Demri-Burns, it's captivatingly high drama.

And what ignites the festive spirit more than a startled grandmother, a full-blown scrap over a missing dessert, and an ensuing spot of real-life Cluedo?

“Like Christmas is for many families, detective shows are high stakes and high pressure,” Ansell notes. “We wanted to dramatise that”.

To drive suspense, the supporting social activation from Wonderhood studios features an exclusive appearance from Line of Duty stars Martin Compston and Vicky McClure pick up on a suspiciously fish-related clue.

Keeping the spark: the power of a cliffhanger

This creative strategy, it is hoped, will engage viewers for a much longer period than the average campaign. With 'Sweet Suspicion' one viewing is never enough to solve the mystery.

"Sometimes Christmas can feel like a firework that fizzles out,” adds Saatchi & Saatchi’s chief creative officer Franki Goodwin. “By playing with the format you can elongate the season.”

She notes that the strategy emphasises not being afraid to own the television screen: "Christmas adverts for brands like Bisto used to be seen as a source of entertainment in their own right but in recent years we've lost some of that energy."

But Goodwin adds that if an advertiser is to take a unique approach such as serialisation they have to have “a really good strategic platform that is rich with insight” and “you want to make people think a bit”.

She adds: “You can only have the confidence to do that if you know your brand and their audience.”

The key, Ansell says, is that Waitrose "takes food seriously, but not itself". Among the mouth-watering products on display in the campaign are a melting Reuben Rarebit, Brown Butter Mince Pies with Cognac, and a Treacle Glazed Turkey Crown.

Starting as a problem-and-reveal concept, the script was created in several rounds of intense writer's rooms, with the final spot directed by BAFTA-winning Lucy Forbes (known among other things for the psychological thriller mini-series Eric).

Then tapping into the trend of mystery and thriller shows including 'Murder on the Orient Express 'The Traitors' and 'Knives Out' seems like a no-brainer.

When it came to choosing the actors, Goodwin explains that it was conceived with insight tools and data but cedes: “Ultimately it was instinct. An ensemble cast is all about chemistry. You want to create a bit of magic.”

A multi-channel whodunnit

The campaign is also being supported by a series of social-first diary-room videos and alibi reveals.

In the coming weeks, each of the characters will have an ensuing alibi. Diary room-style videos are already out across TikTok and Instagram for Uncle Phil and the Grandmother with more to come ahead of the grand 60-second reveal.

Supporting out-of-home will consist of dynamic evidence boards (allowing shoppers to give Ludwig a run for his money) which aim to bring to life some of the work, located around the country including outside Kings Cross.

Further activations include in-store clues dotted between the aisles, while some stores marked the missing cake.

Partnerships across ITV and The Times will also enhance the national appeal.

“The important thing is that the campaign is end-to-end and it all feeds into the brand,” Ansell says, adding that the involvement of partners is also key to Waitrose’s strategy and ethos.

He notes that internal engagement has been huge, with many partners joining in the fun by wearing t-shirts with the names of their prime suspect.

More widely, within just a couple of days since it went live on 5 November, Ansell claims that by Waitrose’s own measurements, the ad has received a 98 per cent positive sentiment response from viewers.

Why the Christmas spark is key

Across the board, the John Lewis Partnership saw a return to profit last year, and Ansell adds that it has added over 2 million more customers than a year ago, making it a fitting celebration.

Keeping that momentum throughout this Christmas will be vital for the supermarket. And Christmas, Ansell notes, is a time when you can engage new customers as well as your most loyal year-round shoppers.

For Goodwin keeping us on our toes year-after-year is simply part of the job. But it’s rare for a campaign to so enticingly reward the viewer for giving their repeated attention to a major Christmas media strategy when ads have been known to bombard viewers over and over again.

System 1 testing has found that the campaign delivers "an authentic and recognisable charm" in its all-star cast mystery format.

"While this stellar cast may seem like a straightforward play for celebrity appeal, the Waitrose team has tapped into a deeply effective strategy for engagement: cultural resonance," says Jon Evans, chief customer officer, System1 who sees it as being highly engaging for British households.

"Each character in this 'mock drama' has a motive we can all relate to, whether it’s the need to unwind, to escape the chore of making cranberry sauce, or to enjoy dessert in peace—a reflection of scenarios we’ve all experienced, which makes the ad irresistibly funny. And, of course, the 'victim' of this holiday mystery is none other than a premium Waitrose No.1 Range red velvet bauble dessert, a tempting dish we’d all be likely to sneak a bite of before the main meal. This self-aware, satirical, and culturally relevant approach has helped Waitrose deliver a campaign with exceptional brand-building impact," he adds.

Now the campaign has the audience engaged and on the edge of their seats with a magnifying glass trained on the screens looking for more clues, the tough question to answer is whether the solution provided can satisfactorily stick the landing.