Waitrose has launched a Christmas campaign today that's unlike anything we've seen before from the supermarket.
The retailer has created a four-minute romantic comedy starring "beloved" actress Keira Knightley and "everyman" comedian Joe Wilkinson, who reprises his role as Phil from last year's 'whodunnit' festive advert.
The mini-movie, entitled "The Perfect Gift Waitrose", showcases Waitrose's Christmas range through a love story between the "unexpected" pair, providing a "fresh take on the classic Christmas campaign".
Keira and Phil's love story begins when the two characters meet at a Waitrose cheese counter, both reaching for Sussex Charmer Mature Cheddar in the "ultimate meet-cute moment".
Their sweet interaction sets their story in motion, and a wholesome, giddy relationship unfolds – though not without its bumps along the way.
The film reaches its emotional peak when Phil declares his love in the most meaningful way possible. He recreates a special recipe from Keira's grandmother that inspired Waitrose's Festive Turkey Pie, showing that for true food lovers, cooking is the ultimate expression of affection.
Directed by BAFTA-winning Molly Manners, who brought us the Netflix hit One Day, the "first-of-its-kind" Waitrose film celebrates the rom-com genre while delving into how food connects us all.
She said: "What a privilege to be invited in by Waitrose and Wonderhood to tell this emotional rollercoaster of a love story. We had such a great time making the perfect miniature rom-com with food as a love language deep at its heart.
Phil declares his love in the most meaningful way possible – Waitrose's Festive Turkey Pie
|WAITROSE
"The combination of Keira Knightley and Joe Wilkinson is magical in such an unexpected way. I hope they knock your socks clean off, as they did mine."
The campaign has already received the ultimate approval from rom-com legend Richard Curtis, who praised it as "sweet as pie".
The writer and director behind Love Actually, Notting Hill, and Four Weddings and a Funeral certainly knows a thing or two about crafting perfect romantic moments.
The soundtrack features 'She's a Star' by British indie rockers James, perfectly capturing the uplifting spirit of the campaign.
MORE CHRISTMAS CONTENT
The advert stars Keira Knightley, Joe Wilkinson, and an array of Waitrose's festive foods | WAITROSEIt's a lovely nod to Knightley, who plays herself as one of Britain's most beloved performers. There are also some clever references to her scenes in the quintessential Christmas rom-com, Love Actually.
The campaign spotlights an impressive array of festive treats, from Golden Mince Pies with Limoncello to Hickory Smoked Salmon.
Viewers will spot party favourites like King Prawn Toasts, Wagyu Beef Mini Pies, and Party Polar Bao Buns throughout the film.
Waitrose has created shorter movie-style trailers that will run across various channels, tempting viewers to seek out the complete romantic story online. These teasers showcase different festive products while building anticipation for the full four-minute experience.
The campaign brilliantly demonstrates how food can be one of the "greatest love languages".
It brings people together at Christmas, turning a simple shopping trip into something genuinely heartwarming and memorable.
Keira Knightley commented: "I love food, and so when I received this script where I get to fall head over heels in love over a shared love of cheese, I couldn't turn it down!
"I adored working on this silly, fun, and delicious film with Joe, and I hope those watching it fall in love, too."
Joe Wilkinson added: "It was great to be back with Waitrose for its 2025 Christmas campaign. This year, Phil got to enjoy both the love and the food he truly deserved.
"As you can imagine, it was tough having to eat the delicious Waitrose food and falling in love with Keira, but I just got on with it, like the trooper I am!"
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