Waitrose has officially unveiled its Christmas advert offering for 2022 and opted for a unique approach this year.
The supermarket's "It's Beginning To Look A Lot Like Christmas" campaign features a 60 second TV clip that highlights the work of its farmers, growers, producers, artisan suppliers and Partners - all who feature in the clip.
While last year's offering featured a more lighthearted and comedic in tone, this year's advert is much more stripped-back, choosing to focus on the hard work and care its suppliers put into creating the perfect Christmas menu.
Set to the festive classic of the same name by Bing Crosby, and shot by Academy Award-nominated director Henry-Alex Rubin, Waitrose used its festive advert to remind shoppers of all the hard work it takes to make Christmas magical.
Officially premiering on TV on Tuesday, November 15, during The Great British Bake Off finale, the clip features Waitrose's partners and suppliers working in all weather conditions from January 1 all the way through until Christmas.
Each scene then highlights all the different challenges that they face during the year, as a pork farmer smashes through a trough that's has been frozen over, fences being put up with lighting in the background, farmers working through the hot summer to get their crops ready, Brussels sprout picking in the torrential rain and apple picking in high winds.
To drive the message home, the advert also focuses on a few of the supermarket's specialists and chefs preparing the finishing touches to a few festive offerings this year, including the No.1 Blood Orange and White Chocolate Quenelle, Fresh Whole Scottish Salmon and the No.1 Cherry & Amaretto Stollen.
The ad, which was created by adam&eveDDB, then ends with a celebrating family, who were the only actors in the main cast, as they tuck into some of the supermarket's festive offerings, highlighting the reminder that it has all been created with care.
Emma Isaac, Head of Marketing at Waitrose said: "Christmas is a very special period, and we don’t often talk about the time and effort our Waitrose Partners and our many farmers, growers and producers spend making the day magical for our customers.
"This year we wanted to do something different from the norm that’s inspired by our Partnership Purpose and builds on why Waitrose food is ‘Food To Feel Good About’.
"So, we decided the care, hard work and dedication of our suppliers and Partners deserved the spotlight in this year’s campaign because at the end of the day we couldn’t do Christmas without them."
Matt Gay, Creative Director at adam&eveDDB said: "It’s becoming increasingly difficult to stand out at Christmas, making it tempting to create epic narratives with heaving tables of food. But we just didn’t feel that was the right approach, considering the social climate. So when we saw a script that had a unique take on Christmas, it felt like a refreshing way to go."
Alongside its Christmas advert, Waitrose will also be launching a few Christmas product adverts from November 17, as part of its Christmas 2022 campaign.
Waitrose's Christmas 2022 "It’s beginning to look a lot like Christmas" advert will air on television tonight during the final of The Great British Bake Off at 8pm.
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