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Waitrose: Snowed In

Getting snowed in is a pretty appealing prospect when it involves a cosy pub well-stocked with Waitrose goodies. 

The upmarket supermarket's Christmas campaign, created by its long-term agency adam&eveDDB and directed by Martin de Thurah via Academy Films, is a nicely crafted black-and-white affair with a strong message about community spirit - a commodity that's in short supply at the moment.

Set in a remote pub in the Yorkshire Dales (the real-life Tan Hill Inn, which lays claim to being the highest drinking establishment in England and has apparently been snowed in 50 times since 2005) the spot sees local villagers gathering for a drink on Christmas morning, when a harsh snow-storm hits the area. Showing a bit of the old Blitz spirit, everyone pulls together to create an unconventional festive feast. It's such a jolly affair, in fact, that when help finally arrives in the form of snow-shovellers, the revellers are a tad disappointed...

In addition to the brand film, Waitrose is creating ‘community tables’ in many of its cafes inviting customers to join others at shared tables. There will be a nationwide competition running online from 13 November, offering customers the chance to win one of five foodie feasts for their community group catered by some well-known names. 

“Christmas and Waitrose is all about the people, the food and the joy of being together… even when you might not have planned to be," says Tammy Einav, joint CEO, adam&eveDDB. "This year’s campaign is something different from Waitrose and redefines the concept of the family coming together around a home cooked meal. We have a different ‘family’, a different reason for being together and a different version of a home-cooked meal. But when the food is
the quality of Waitrose, the joy of Christmas dinner is as strong as ever.”

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