Waitrose

To support Waitrose’s 2024 Christmas TV ad Sweet Suspicion, an integrated campaign was delivered to extend the festive whodunnit storyline beyond broadcast. The activity was designed to drive engagement, conversation, and consideration of Waitrose’s Christmas desserts and seasonal branded products during peak trading.

The campaign brought the TV ad to life through an immersive out‑of‑home installation styled as a detective’s investigation board. Featuring the seven characters from the ad as suspects, the build used 3D and 2D festive props, ingredients, and branded products to suggest alibis and prompt public interaction. Broadcast, social, and PR amplification followed, with The Times UK interviewing passers‑by on launch day to drive earned coverage and conversation.

The overall campaign saw: