Holiday Food Outranks All Other Traditions in Humorously Relatable U.K. Campaign

People can’t wait for Waitrose

Alright everyone, let's move it along. Waitrose & Partners
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It never hurts to remind ourselves of what truly matters during the holidays: love, family, peace, and togetherness.

Oh, and food. Decadent, sensational food. That matters too.

And it’s not just about indulging. Food is the centerpiece of most holiday traditions. After waiting a whole year for that one special dish, can you really blame anyone for not wanting to wait for a second more once the big day arrives?

Waitrose & Partners and agency adam&eveDDB have always understood. That’s why they teamed up once again for this year’s Christmas campaign “Too Good to Wait,” encouraging everyone to do whatever it takes to get to the tasty, quality food.

“We all have those Christmas rituals that we dutifully observe whilst secretly wishing we could get straight to the good stuff,” Paul Billingsley, managing director at adam&eveDDB observes. “In this case, the delicious food from Waitrose & Partners.”

In each of the two 30-second ad spots, we see someone quickly shirk other holiday traditions in favor of getting to the real star of the holidays, Waitrose holiday foods.

In “Mistletoe,” a couple lingers romantically in anticipation of a sweet holiday kiss. The moment is quickly interrupted by the announced arrival of the turkey, and the woman ditches her date without a second thought because she knows how to prioritize.

“Too Good to Wait” is actually a nice counterbalance to all of the particularly emotional holiday marketing. Yes, this time of year can get sentimental and, at times, a bit weepy. But we shouldn’t forget the special element of fun that surrounds these few months, as well. Besides, it’s the little details—like the platter of chocolate and cherry mince pies in the ad spot “Concert”—that really inform the holiday cheer.

The campaign will premiere a total of six ads between now and December 14. In addition to standard televised airings, “Mistletoe” and “Concert” will run in U.K. movie theaters starting November 16 to coincide with the release of Fantastic Beasts: The Crimes of Grindlewald.


Client: Waitrose & Partners
Customer Director: Martin George
Head of Marketing: Rupert Ellwood
Senior Marketing Manager, Advertising: Jo Massey
Marketing Manager, Advertising: Alia Ahmad
Marketing Manager, Advertising: James Ward
Assistant Marketing Manager, Advertising: Becky Hofstede –

Agency: adam&eveDDB
Chief Creative Officer: Richard Brim
Creative Director/s: Feargal Ballance & Patrick McClelland
Copywriter: Sali Horsey
Art director: Zoe Nash
Chief Strategy Officer: David Golding
Planning Director: Hugh De Winton
Managing Director: Paul Billingsley
Account Director: Abi Robinson
Account Manager: Kathryn Armstrong
Account Manager: Rosie Snowball
Account Manager: Emily Gower
Project Manager: Rasha Noronha
Media Agency: Manning Gottlieb, OMD
Media Planners: Geraldine Ridgway, Emma Hawkins
Head of Design: Alex Fairman
Designers: Danny Edwards
Emma Vincent-Pagden
Agency Producers: Louise Richardson, Chris Battye

Production Company: Outsider
Producer: Benji Howell
Director: James Rouse
D.O.P: Stephen Keith Roach

Editing Company: Work Editorial
Editor: Bill Smedley / Art Jones
Post Production: Framestore
Post Producer Josh King

Music: Siren
Audio Post Production: Anthony Moore and Dan Beckwith, Factory Studios

Agency Producer: Hannah Needham
Production Company: MJZ
Executive Producer: Lindsay Turnham
Producer: Amy Appleton-Smith
Director: Joy Kilpatrick
D.O.P: Stephen Keith Roach
Editing Company: The Quarry
Editor: Bruce Townend
Post Production: NineteenTwenty
Post Producer David Keegan
Colorist: Steffan Perry, Framestore

Agency Producer: Olly Ravaux
Photographer: Con Poulos
Production Company: Hat Margolies at Lucid Representation
Retoucher: Jon Webb
Head of Design: Alex Fairman
Designer: Danny Edwards
Emma Vincent Pagden
Digital Designer: Adrian Baker, Cain & Abel

VFX Supervisor & Lead Flame: Paul O’Brien
Flame: George Roper
Colourist: Steffan Perry
Producer: Josh King
Production Assistant: Ben Stell

Shannon Miller is a writer, podcast creator and contributor to Adweek.
Publish date: November 12, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT