Sweet Suspicion: A deliciously festive whodunnit

Client: Waitrose

Christmas 2024 saw Waitrose deliver a masterclass in media drama with its Christmas whodunnit, an original 2-parter called "Sweet Suspicion". The campaign used multi-media to tease and launch a 2-part whodunnit across AV, OOH, Social and Publishing, capitalising on the nuance and strength of each channel, which whipped the nation into a frenzy around who stole the Red Velvet Bauble Dessert. By borrowing behaviours from TV entertainment and drama, the creative media campaign helped the Grocer deliver its highest day of sales ever, a 2ppt increase in NPS and a record consideration score for the brand.