Mystery Christmas Gift for Waitrose: Who's Behind It?
Waitrose's "Sweet Suspense" Campaign Amasses Over 150 Million Views with a Two-Part Whodunnit Fantasy
Over the holiday season, Waitrose launched a captivating two-part whodunnit campaign, titled "Sweet Suspense," which skillfully combined storytelling, intrigue, and social engagement. This festive mystery stood out from traditional retail advertisements by offering an engaging, binge-worthy narrative that fostered emotional connection and anticipation among viewers.
The campaign unfolded as a suspenseful Christmas family tale centering around the mysterious disappearance of a Red Velvet Bauble Dessert. The storyline, alongside a star-studded cast featuring actors from Succession and Fleabag, attracted widespread attention and curiosity.
Working in collaboration with ITV and other TV channels, as well as BVOD and online video platforms, the campaign was marketed extensively across various mediums, including print, radio, and social media. Elements of physical evidence boards, polls, and in-store clues were added to encourage viewers to actively participate in the mystery, transforming the viewing experience from passive to interactive.
ITV showcased the advertising like a drama program as part of its partnership with Waitrose, further fueling the excitement and intrigue surrounding the campaign. The second installment of the mystery was unveiled on November 26, with the culprit's capture revealed.
Geraldine Ridgway, the executive director at MG OMD, who spearheaded the media strategy, emphasized the value of a creative script that allowed for innovation and reaching new avenues of media. She explained that insights gained through Waitrose's customer insights team and Omnicom Media Group's audience insights tool, Omni, were instrumental in forming the media plan.
Ridgway highlighted that a key aspect of the campaign's success was the strong collaboration between media and creative agencies, particularly with Saatchi & Saatchi. She emphasized the importance of striking the right balance, as the campaign operated with a relatively limited media budget compared to many competitors.
Waitrose's "Sweet Suspense" campaign garnered over 150 million views across social, TV, and digital channels, making it the retailer's biggest Christmas campaign in history, according to the company. While specific numbers could not be shared, Ridgway confirmed that Waitrose was pleased with the performance of the campaign.
Research by adtech company Quantcast indicated that the campaign expanded Waitrose's "addressable audience" by 19%, placing it seventh in the category. The company is described as "incredibly collaborative," particularly in regards to its media efforts, with a focus on continuous iteration, development, and building creative concepts.
The success of the "Sweet Suspense" campaign aligns with Waitrose's 2024 media strategy, which aims to achieve a higher level of visibility and presence. The multi-channel approach and interactive elements have proven effective in sustaining audience interest and prolonging engagement with the brand beyond the campaign's launch.
The clever media strategy, led by Geraldine Ridgway of MG OMD, utilized insights from Waitrose's customer and audience teams to promote the "Sweet Suspense" campaign across various media platforms such as movies-and-tv, media, and entertainment. This approach resulted in the campaign amassing over 150 million views, setting a new record for Waitrose's biggest Christmas campaign.
