Waitrose is celebrating the joy of a night in with a new campaign from Wonderhood Studios, spotlighting the supermarket’s premium No.1 £15 Dine In for Two and new No.1 £18 Takeaway for Four offers.
The campaign taps into the familiar rituals of eating out through two 20-second films that appear to be set in restaurants, before revealing the diners are actually enjoying a Waitrose meal at home.
Both films close on the line ‘It’s not fine dining, it’s fine Dine In’, capturing the idea at the heart of the campaign: food that tastes so good, it brings the taste of a night out to a night at home.
In the first film, a couple enjoy what appears to be a meal out, before realising they need to get back for the babysitter. The reveal shows they haven’t gone anywhere at all – their baby is asleep on a monitor and they’re already at home enjoying Waitrose’s Dine In for Two.
The second sees a group of friends enjoying dinner together, with one particularly taken by the surroundings. As she compliments the décor, it becomes clear that the ‘restaurant’ she has been admiring is her own home.
The work builds on Waitrose’s ‘The home of food lovers’ platform, putting the supermarket front of mind for the end-of-week treat among 18-to-35-year-olds who might typically turn to a takeaway.
It shows how staying in can still deliver the great food, enjoyment and sense of occasion of a night out, while bringing value more visibly into the work, with the price of both offers featured prominently throughout the campaign.
The campaign was created by creatives Holly Nash and Alysha Radia, supported by creative directors James Rafter and Myles Vincent.
James Rafter, Creative Director at Wonderhood Studios, said: “The idea came directly from the food; and that was the Waitrose Dine In range is so good you’ll probably forget you’re at home in your slippers. The line “It’s not fine dining. It’s fine Dine In” was the perfect payoff for these films that showcase how a night in can feel like a treat even when you haven’t left home. More noodles, anyone?”
Myles Vincent, Creative Director at Wonderhood Studios, added: “The fun is in letting you think you know exactly where these dinners are happening, before pulling back to reveal no one has actually left the house. We played with all the familiar cues and rituals of eating out, then flipped them to show that the setting might be different, but the food doesn’t have to be.”
The campaign launches today across social and BVOD, supported by digital, OOH, and radio – including a partnership with Zoe Ball on Greatest Hits Radio, including live reads and a listener competition.
The films were produced by Wonderhood Makers, Wonderhood Studios’ in-house social content and production arm , and directed by Kyle Jon Shepherd. BVOD media was planned and bought by MG OMD, while social media was managed by Waitrose’s in-house team.
