# Mystery-Style Holiday Ads Waitrose Adds Mystery to the Festive Season with ‘Sweet Suspicion’ Ad By Georgia Wray Norsten | Published 2024-11-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sweet-suspicion References: [lbbonline](https://lbbonline.com/news/with-sweet-suspicion-waitrose-wants-you-to-solve-a-christmas-mystery)  [Waitrose](https://www.trendhunter.com/trends/let-your-summer-side-out) steps away from traditional festive ads this holiday and dives into a gripping mystery with its campaign, 'Sweet Suspicion.' Created with Saatchi & [Saatchi London](https://www.trendhunter.com/trends/snapper-the-perfect-tree), the ad is a part of an integrated campaign inviting the UK to solve a Christmas whodunit. Starring several notable actors, the narrative unfolds around a missing Waitrose Red Velvet Bauble Dessert -- and a cast of colorful suspects. Directed by Lucy Forbes, the film blends culinary celebration with comedic intrigue. The 90-second spot showcases the Waitrose Christmas range, from 'Treacle Glazed Turkey Crown' to '[Cognac Mince Pies](https://www.trendhunter.com/trends/magical-mince-pie-windows),' grounding the mystery around family and food. The campaign continues online and in stores, featuring clues, suspect interviews, and a humorous social media component. This unique take breathes fresh life into holiday advertising, celebrating both Waitrose’s love for food and the spirit of festive fun. Image Credit: Waitrose ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 78% | Activity: 56% | Freshness: 31% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **Interactive Holiday Campaigns:** Engaging consumers with a mystery-themed holiday ad represents a shift towards more interactive and participatory marketing strategies. - **Cinematic Ad Experiences:** Blending cinematic narrative techniques with advertising efforts demonstrates how brands are creating more immersive and entertaining content. - **Humorous Social Media Integration:** Incorporating humor and social media elements in festive campaigns showcases innovative ways to enhance consumer engagement and shareability. ### Where This Applies - **Retail:** Retail marketing is evolving with experiential campaigns that immerse consumers in brand stories and create memorable shopping experiences. - **Advertising:** The advertising industry is seeing a transformation with the use of storytelling and interactive content to captivate audiences. - **Food and Beverage:** Food and beverage marketing is increasingly focusing on creating rich, narrative-driven content that highlights product lines in intriguing contexts. ## Related on Trend Hunter - [Charming Christmas Advertisements](https://www.trendhunter.com/trends/sainsburys-christmas-ad.md) - [Festive Carnivorous Plant Ads](https://www.trendhunter.com/trends/snapper-the-perfect-tree.md) - [Festive Advent Campaigns](https://www.trendhunter.com/trends/advent-campaign.md) - [Food-Themed Holiday Campaigns](https://www.trendhunter.com/trends/krogers-2024-holiday-campaign.md) - [Summer-Forward Food Billboards](https://www.trendhunter.com/trends/let-your-summer-side-out.md) - [Emotional Holiday Campaigns](https://www.trendhunter.com/trends/john-lewis-2025.md) - [Heartfelt Christmas Campaigns](https://www.trendhunter.com/trends/gifting-hour.md) - [Empowering Consumer-Centric Campaigns](https://www.trendhunter.com/trends/which-launches-a-festive-campaign.md) - [Christmas Retail Delivery Campaigns](https://www.trendhunter.com/trends/debenhams-delivered-campaign.md)