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We’re more than just another consultancy. We are founding partners of byTheNetwork, an award-winning, global network of 34 independent agencies; covering 34+ key markets worldwide.
Masterfully crafted by Saatchi & Saatchi, this two-part whodunnit effortlessly blends intrigue, humour, and culinary delight, delivering a campaign that’s as entertaining as it is effective.
What sets ‘Sweet Suspicion’ apart is its perfect balance of charm and strategy. The star-studded cast, including Matthew Macfadyen as the wry detective, injects instant appeal, while the eclectic ensemble of family suspects brings a relatable, comedic edge. Featuring delightful performances from the likes of Sian Clifford and Rakhee Thakrar, alongside the scene-stealing Fig the Cat, the casting hits the mark. These recognisable faces not only captivate but also lend authenticity, making viewers feel as though they’re part of the family drama.
Strategically, the campaign goes beyond the traditional ad format to become an interactive experience. By splitting the story into two episodes anchored around a cliffhanger end to the first. Inviting the nation to solve the mystery via online polls, Waitrose has created a cultural moment. Garnering over 150 million views and topping YouTube’s Christmas Ad Leaderboard, it’s proof that the brand understands how to spark genuine conversation—both online and around the dinner table.
At its core, however, the ad does what so many fail to: it entertains. Amid the clichés of festive advertising, ‘Sweet Suspicion’ stands out as a simple yet engaging concept, with suspenseful storytelling, and a touch of indulgent food porn. It’s clever, charming, and, most importantly, fun—reminding us that great food is best shared with those we love, even if someone nicks the pudding.
For me, it’s a clear winner. After all, when an ad has your family debating alibis, it’s not just marketing; it’s magic.
→ Lawrence Heath is an accomplished CX practitioner with over a decade's worth of experience defining impactful customer centric strategy. He has collaborated with major brands such as Mars, O2, Mazda, Coutts, and TalkTalk, and is passionate about prioritising innovation to unlock business growth.
