Housewares Business-to-business magazine for housewares retailers and their suppliers
Waitrose & Partners is breaking with tradition this year with a series of six 30-second lighthearted Christmas TV adverts rather than just one, on the theme of ‘Too Good To Wait’.
In a first with ITV, to tie in with the idea of ‘Too Good To Wait’, viewers will see other TV ads ‘fast-forwarded’ to the supermarket chain’s ad during its first airing in the break of the second episode of Coronation Street on ITV tonight (Friday November 9).
Each advert will celebrate the role that food plays in homes at Christmas, and will feature a familiar festive scenario in which families and friends hurry through to get to enjoy their festive fare.
The first advert depicts a Christmas concert where a pianist rushes through a rendition of ‘Jingle Bells’ after learning that Heston from Waitrose Chocolate and Sour Cherry Crumble Mince Pies will be served afterwards.
Also airing tonight is the second advert in the series. Entitled ‘Mistletoe’, it features a couple lingering under the mistletoe to have a romantic first kiss – until a call from the dining room announces the turkey is ready. This prompts the woman to rush to the table, leaving her partner standing alone. The viewer then sees what has enticed her: the host is carving a Waitrose & Partners Cranberry Burst Turkey Parcel.
Waitrose & Partners customer director Martin George said: “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.”
Waitrose & Partners has taken a playful approach to the entire campaign. In the run-up to the first TV advert airing, ITV will be running several teasers during which the continuity announcer will become ‘distracted’ by some of the retailer’s food before remembering to announce the next programme.
The campaign will also be shown in cinemas (from Friday November 16 to coincide with the premiere of the new Fantastic Beasts film, ‘The Crimes of Grindelwald’), on video-on-demand platforms/catch-up services and on social media, as well as additional ads such as those featured on the All4 channel suggesting ‘time for a mince pie’ when programmes are paused by the viewer.
The push will also appear in outdoor, print, digital display and social advertising, Waitrose & Partners’ publications and website.
The products featuring in the TV advertising campaign are: Waitrose & Partners Cranberry Burst Turkey Parcel (£45/1.7kg min), Waitrose & Partners Honeycomb Bubble Dessert (£15/900g), a selection of Waitrose & Partners Chilled Party Food, Waitrose 1 Winslade cheese (£6.50/230g), Heston from Waitrose Chocolate and Sour Cherry Crumble Mince Pies (£3/6s) and Waitrose 1 Dark Chocolate Orange Stollen Wreath (£9 each).
