Waitrose
The Perfect Gift
ABOUT
For Christmas, Waitrose transformed festive advertising into a shared cultural moment with The Perfect Gift – a cinematic rom‑com‑style mini‑film starring Keira Knightley, Joe Wilkinson and a show‑stopping homemade pie. The campaign brought together TV, cinema, OOH, social and digital in a fully integrated launch designed to entertain, not interrupt.
EXECUTION
Activity rolled out like a film release, with TV and digital cutdowns acting as trailers, cinema screenings extending the storytelling, and social amplifying anticipation and conversation. The creative world was brought into the real world through a headline‑grabbing giant pie takeover at the BFI IMAX, turning the film’s hero prop into a physical, shareable moment that captured national attention.
By working seamlessly across channels, Waitrose cut through the crowded Christmas landscape, creating a campaign that felt cinematic, playful and culturally relevant – one audiences actively chose to watch, share and talk about.
