Waitrose has launched its Christmas advert: The Perfect Gift, a four-minute romcom short starring Love Actually’s Keira Knightley as herself alongside comedian Joe Wilkinson, who reprises his role as Phil from the supermarket’s 2024 whodunnit campaign.
The story follows widower Phil facing Christmas alone until a meet-cute at the Waitrose cheese counter with Knightley over Sussex Charmer cheddar. He decides to win her heart by cooking her grandmother’s pie recipe, which inspired the Waitrose No.1 Festive Turkey Pie in an example of “saying it with food” – the campaign’s theme of cooking as a love language. The soundtrack features She’s a Star by British band James.
Screenwriter of Four Weddings and a Funeral, Notting Hill, Bridget Jones and Love Actually Richard Curtis described the film as “sweet as pie”.
“When it comes to Christmas, delicious food and drink play a central role in bringing people together and helping us show affection,” said chief customer officer Nathan Ansell. “This year, we welcomed British heroine, Keira Knightley, and Waitrose favourite, Joe Wilkinson, to help us show food lovers how to ‘say it with food’.”
Keira Knightley said: “I love food, and so when I received this script where I get to fall head over heels in love over a shared love of cheese, I couldn’t turn it down! I adored working on this silly, fun and delicious film with Joe and I hope those watching it fall in love too.”
Joe Wilkinson added: “It was tough having to eat the delicious Waitrose food and falling in love with Keira, but I just got on with it, like the trooper I am!”
Created by Wonderhood Studios and directed by Molly Manners of Netflix’s One Day, the campaign is being treated like a film release, with trailers, posters and social assets promoting the full feature. The short premieres on YouTube today (12 November), supported by 30 and 60-second versions during Coronation Street, Gogglebox and 1% Club this evening.
Waitrose will also release product-focused clips featuring key festive lines such as Party Polar Bao Buns and Wagyu Beef Mini Pies – while the Waitrose No.1 Golden Mince Pies with Limoncello-focused ad will only show after 9pm due to new government health advertising regulations on HFSS products. Knightley and Wilkinson will also appear on the Waitrose Dish podcast and in behind-the-scenes content for social media.
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