Waitrose & Partners is taking a lighthearted approach this Christmas, focusing on the fact people “will do whatever it takes” and often rush through other festive traditions in order to get to the food.
‘Too Good To Wait’, created by adam&eveDDB, is a series of “playful” 30-second spots, each of which shows a common Christmas scene being cut short by people’s desire to get their hands on Waitrose’s Christmas goodies.
In the first ad, a pianist begins playing Jingle Bells at speed after hearing there will be chocolate and cherry mince pies following the performance, while in a second ad a woman cuts a kiss under the mistletoe short after learning there are turkey parcels in the other room.
The first ad will air on ITV1 during Coronation Street this evening (9 November), and in-keeping with the ‘too good to wait’ theme, viewers will see a series of other ads being fast-forwarded before the Waitrose ad is revealed.
ITV will also run a series of teasers in the run up to airing the ad for the first time, during which the voice-over artist will seemingly get distracted by images of Waitrose’s Christmas food before remembering to introduce the next programme.
The remaining four ads, which will all be rolled out before 14 December, will promote Waitrose & Partners’ party food selection, stollen, cheese and desserts.
In addition to these six ads, the campaign will also include TV idents, posters, digital out-of-home activity and social, as well as contextual ads during shows on All4. For example, when a viewer pauses a programme an ad will appear suggesting ‘time for a mince pie?’. Waitrose & Partners will be promoting its fine wines and special Christmas products from its Heston Blumenthal range via print.
Martin George, customer director at Waitrose & Partners, says: “Looking forward to the traditions and special moments is what makes Christmas the most wonderful time of year, but there’s also another aspect that adults and children alike just can’t wait for…the food. As much as we all love our festive activities, enjoying delicious food and drink is a priority, and when it’s Waitrose & Partners food, you’ll do whatever it takes to get to it as quickly as possible.”
The partnership with ITV was conceived and brokered by Manning Gottlieb OMD for Waitrose & Partners.