Mystery Solved! Waitrose Concludes Its Christmas ‘Whodunnit’

Waitrose has unveiled the second instalment of its Christmas advert - Sweet Suspicion, A Waitrose Mystery. Tonight, the nation’s curiosity will finally be satisfied as they reveal who stole the No.1 Red Velvet Bauble Dessert. 

The campaign has so far amassed over 150m views across social, TV and digital channels, making part one Waitrose's biggest ever Christmas campaign, ranking Number One on YouTube’s Christmas Ad Leaderboard. Supported by a series of polls on Waitrose.com and Waitrose social channels, customers ranked Fig the Cat (18%) the top suspect, followed closely by Gamma (17%) and May (15%) with the least suspicious being our (guilty) devoted cook - Steve (8%). 

The two-part festive mystery, created by Saatchi & Saatchi, has had food lovers up and down the country conspiring who out of its star-studded cast could be responsible for the fridge theft since the first episode went live earlier in November. 

Viewers are invited to immerse themselves in the drama one last time as the detective, played by Matthew Macfadyen, unravels the mystery of the missing No.1 Waitrose Red Velvet Bauble Dessert. The film follows the detective again as he works to establish a motive, switching back to moments on Christmas Day when the guilty party could have gotten their hands on the dessert. 

We then see the detective working out how someone could pull off such a delicious crime before revealing that Steve hid the dessert in the gingerbread house under everyone's noses - before being caught in the act in the family garden shed enjoying the first bite. Once unveiled, the film ends with the whole family digging into the delicious dessert, which is set to be a festive showstopper for food lovers this Christmas. 

Nathan Ansell, customer director at Waitrose, comments, "The last few weeks have been filled with suspicion, guessing and alibis. Customers and Partners alike have been getting into the ‘whodunnit’ spirit, from wearing the ad t-shirts in store with their predictions of who the culprit is, we've also seen huge engagement on social media polls and I’ve even had customers getting in touch with their own detailed theories and pictures. I can’t wait for everyone to find out who did it! So here's to celebrating with some amazing GOOD food and seeing the surprise or smug looks on everyone's faces.”

Joe Wilkinson, who plays the part of Uncle Phil, says “I’ve been getting accused left right and centre so I’m glad the public now knows that it WASN’T ME.”

Dustin Demri-Burns, who plays food lover Steve says “I can fully empathise with Steve and his pud-thieving ways. The pressure of making Christmas wonderful can get to us all - sometimes we just want to eat our pudding in the shed and that’s ok.”

Franki Goodwin, chief creative officer at Saatchi & Saatchi, said, ‘The response to Sweet Suspicion Part 1 has been immense. We’ve imbibed the internet gleefully every day since launch as the whole nation has been speculating. It's been especially fun to watch as all the other brilliant pieces of this campaign have come to life – from the partner T-shirts in stores to the celebrity sleuths, with all of our alibi content being as richly enjoyed as the main ad. So here it is… the big reveal! And to quote a guilty pudding scoffer, “It’s really good”.

The culprit is revealed on TV tonight (26th November) during the Great British Bake Off, Channel 4 - 20:15 and in I’m a Celebrity Get Me Out of Here, ITV - 21:15. 

The No.1 Red Velvet Dessert at the heart of the mystery will be available from December 19th in shops or to pre order now through Waitrose.com. Until then, food lovers can treat themselves to individual Red Velvet Bauble Desserts which are available in-store and online now and indulge in Waitrose’s delicious Christmas range alongside the suspense of this festive whodunnit.