https://www.youtube.com/watch?v=wWeYKBXmCRs&feature=youtu.be
Waitrose has today unveiled The Perfect Gift; a first of its kind romantic comedy ‘short’ celebrating the supermarket’s 2025 festive offering.
Providing a fresh take on the classic Christmas campaign, the four minute film stars beloved British actress, Keira Knightley, as the female lead; matched with ‘everyman’ lovable comedian, Joe Wilkinson – who reprises his role as Phil, from the grocer’s 2024 ‘whodunnit’ festive advert.
We watch as the pair encounter the ultimate ‘meet cute’ moment at a Waitrose cheese counter, as they share a love for Sussex Charmer Mature Cheddar. Akin to their favourite cheese, our male lead lives in Sussex and turns out to be a bit of a charmer himself.
Their romance unfolds, not without hiccups, in front of our eyes; before Phil says the ultimate ‘I love you’ by recreating Keira’s Nan’s pie recipe* – which inspired the Waitrose No.1 Festive Turkey Pie – as for food lovers, food is the greatest love language.
The mini movie highlights the importance and ease of “saying it with food”, amplifying the key role food plays in bringing people together, and communicating messages of love and care – because if you can’t say it at Christmas, when can you, eh?
Keira Knightley comments, “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 adds, “It was great to be back with Waitrose for their 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!”
Created by Wonderhood Studios and directed by Molly Manners, who directed the popular Netflix romcom; One Day, the campaign pays homage to the romantic comedy genre, providing viewers with a sense of comfort, calm and magic.
The soundtrack, featuring ‘She’s a star’ by British Indie rock band, James, amplifies the empowering and uplifting feelings of the campaign; and nods to Keira Knightley, playing herself, as one of Britain’s biggest stars.
The first-of-its-kind campaign ‘short’ will premiere on YouTube at 12.01am on 12 November.
This will be supported by shorter ‘movie style’ trailers, teasing the longer film, across all stations encouraging viewers to head online to experience the full feel-good of The Perfect Gift.
The festive short received the ultimate seal of approval, as romantic comedy royalty Richard Curtis, who counts Four Weddings and a Funeral, Notting Hill, Bridget Jones, Love Actually and About Time as just some of his writing and directing credits, has labelled it, “sweet as pie”.
Nathan Ansell, Waitrose chief customer officer, says: “When it comes to Christmas, delicious food and drink play a central role in bringing people together and helping us show affection. This year, we welcomed British heroine, Keira Knightley, and Waitrose’ favourite, Joe Wilkinson, to help us show Food Lovers how to ‘say it with food’.
“Our four minute Christmas film – an industry first – pays homage to the seasonal romantic comedy tradition, celebrates the exciting and elevated Waitrose festive food offering, and adds a little more of that warm, fuzzy feeling to the holiday season. It’s the perfect gift from Waitrose, to you.”
Molly Manners, director, adds: “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 romcom with food as a love language deep at its heart. 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 film and trailer will be supported by a series of product-specific ads, with our hero talent and wider cast celebrating Waitrose delicious festive range, including:
- Waitrose No1 King Prawn Toasts
- Waitrose No.1 Party Polar Bao Buns
- Waitrose No.1 Wagyu Beef Mini Pie
