A Waitrose Mystery: Solved

Waitrose has solved the mystery of the missing dessert in part two of its Christmas campaign

Everyone has been talking about the Waitrose whodunit Christmas commercial, featuring an all-star cast and a missing red velvet bauble dessert at the family Christmas dinner. The British supermarket chain revealed the dessert thief during the finals of The Great British Bake Off this week with the release of the second chapter of Sweet Suspicion: A Waitrose Mystery.

Created by Saatchi & Saatchi, this cliffhanger approach in its campaign is a first for Waitrose. A self-aware, satirical and culturally relevant tactic, it helped the brand deliver a hugely successful campaign with exceptional brand-building impact.

For three weeks, the Waitrose campaign compelled viewers to keep their eyes peeled for clues on who the dessert thief could be. A series of social-first diary-room videos and alibi reveals as well as in-store activity, which included surveys and Waitrose team members wearing “suspect” t-shirts, further encouraged participation in solving the mystery. Most viewers voted that it was Fig, the cat, but only ten per cent accurately identified who it really was. Were you one of them?

Watch the satisfying resolution of this Waitrose mystery here.

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