Photo source: Campaignlive
Waitrose has unveiled “The Perfect Gift,” a four-minute Christmas short starring Keira Knightley and Joe Wilkinson, marking a fresh direction for the brand’s festive marketing. Positioned as a first-of-its-kind romantic-comedy short for a supermarket, the film anchors a campaign that reframes Waitrose not simply as another “supermarket brand” but as a true food entertainment brand.
Created by Wonderhood Studios with media by MG OMD, the story centers on Phil (Wilkinson), a widower whose holiday season unexpectedly shifts after a chance encounter with his dream woman (Knightley) at the Waitrose cheese counter. Their charming moment over Sussex Charmer Mature Cheddar sets the stage for a warm, playful narrative about food, love, and second chances.
By releasing the campaign the way a studio would debut a festive blockbuster rom-com, Waitrose breaks away from traditional seasonal advertising formats. The brand blends storytelling and strategy into a cinematic experience designed to elevate the role of food, emotion, and entertainment at the heart of its 2025 holiday offering.
The short is set to the nostalgic 90s track She’s a Star by James, and has already earned high praise from rom-com icon Richard Curtis. the writer-director behind Four Weddings and a Funeral, Notting Hill, Bridget Jones, Love Actually and About Time—who called it “sweet as pie.”
Nathan Ansell, Waitrose Chief Customer Officer, said: “When it comes to Christmas, delicious food and drink play a central role in bringing people together and helping us show affection.”
The short film underscores how simple and meaningful it can be to “express yourself through food,” emphasising its power to bring people closer and convey warmth, affection, and care – because if there’s ever a moment to say it, Christmas is the time.
After its debut on YouTube, the campaign will be amplified with 60- and 30-second trailer-style spots across TV, social and digital channels, appearing in programmes like Coronation Street, Gogglebox and 1% Club. Planned and bought by MG OMD, the media push directs viewers online to enjoy the full feel-good film.
Taking a blockbuster rom-com approach, the rollout also includes striking OOH posters featuring the lead characters in movie-inspired visuals. In addition to the main short, Waitrose will release product-led films where its festive food takes centre stage, supported by OOH, print, radio and digital activity.
