Waitrose has launched The Gastronaut, a new sci-fi–inspired brand campaign positioning the retailer as the home of food lovers. The cinematic creative follows an astronaut travelling across space in search of great food, dramatising the idea that, for food lovers, food is never just fuel but something worth going to extraordinary lengths for.
Created by Wonderhood Studios, the advert shows astronaut Michael struggling with unappealing space rations before memories of meaningful food moments, from family meals to special occasions, lead him back home to Waitrose for his favourite prawn linguine. The campaign highlights the tension between food as simple sustenance and food as a lifestyle, reinforcing Waitrose’s positioning as a brand that shares customers’ passion for quality, ethically sourced produce.
The creative is accompanied by Aerosmith’s “I don’t want to miss a thing.”, marking the first time the song has been used in a UK advertising campaign. Directed by Tom Speers through SMUGGLER and created by Tad Buxton and India Penny, the campaign also officially launches Waitrose’s ‘The home of food lovers’ platform.
The wider rollout includes a UK-first activation transmitting the advert into space, alongside a fully integrated media plan spanning TV, BVOD, SVOD, cinema, social, PR, influencer activity, in-store presence and large-scale out-of-home placements. Supporting initiatives include the relaunch of Waitrose Weekend newspaper as Your Week In Food, the Dish podcast moving to weekly episodes and the My Waitrose loyalty programme evolving into a Food Lovers Club.
As part of the launch, Waitrose also took over London’s Piccadilly Lights with a 3D anamorphic execution bringing the campaign’s sci-fi world into a real-world OOH setting. The activation, created by Wonderhood Studios and executed with MG OMD, features the astronaut and ingredients from the prawn linguine appearing to burst from the iconic curved screen. Searches for the dish reportedly increased by 291% on Waitrose.com following the advert’s release, with the installation expected to generate around 2.9 million impressions.
Nathan Ansell, Waitrose Chief Customer Officer, said the campaign reflects customers who see food as a source of enjoyment rather than simple fuel, adding that the initiative aims to celebrate the lengths food lovers will go for meals they truly value. Wonderhood Studios’ Jack Croft noted the ambition to translate the cinematic storytelling into high-impact media moments, including the Piccadilly Lights activation.
