This Christmas Waitrose is serving up a slice of festive mystery: Who ate the No.1 Waitrose Red Velvet Bauble Dessert?

In the first of a two-part campaign, the retailer has set up a festive food-based mystery, leaving audiences guessing before part two is revealed.

The Christmas whodunnit titled ‘Sweet Suspicion’ has been created with the help of Saatchi & Saatchi and features an all-star ensemble directed by Lucy Forbes whose recent work includes Eric and This is Going to Hurt.

The desert stealing suspects include Matthew Macfadyen of "Succession", comedian Joe Wilkinson, Rakhee Thakrar of "Sex Education", Sian Clifford from "Fleabag", Dustin Demri-Burns of "Slow Horses" and Eryl Maynard of “Agatha Christie’s Miss Marple”. 

The film centres around a family preparing for Christmas Day. Each member of the family is busy with their own festive preparations when they notice the show-stopping No.1 Waitrose Red Velvet Bauble Dessert has gone missing. 

The family's murder mystery enthusiast detective played by Macfadyen takes on the case and is on a mission to uncover the culprit. Family members are questioned: could it be the Grandma demoted to cranberry sauce duty or perhaps the hostess who's had enough of the chaos? 

The spot ends with Macfadyen reaching an ‘ah ha’ moment but audiences are left guessing with all to be revealed in part two.

Alongside the suspects and the No.1 Waitrose Red Velvet Bauble Dessert the film also showcases a range of delicious Waitrose food on offer for the festive period including Reuben Rarebit, crumbly Brown Butter Mince Pies with Cognac and a Glorious Treacle Glazed Turkey Crown.

The ad will run across TV, BVOD, and OLV, as well as additional activity across social media, radio, and print. Social assets are made up of diary room-style videos of each character narrating their story leading up to the mystery to keep audiences guessing. 

The unique two-part approach has been designed to get people guessing and create water cooler moments in the run-up to Christmas. Audiences are encouraged to help try and crack the case as social media provides more information via exclusive character alibis and a special appearance by some of the nation's favourite detectives.

There will also be a physical evidence board at Kings Cross Station, an exclusive ITV partnership and a partnership with The Times & Sunday Times. In store, Waitrose will also keep the nation guessing with Waitrose partners in ‘suspect’ t-shirts. 

“We talk about culture a lot in this industry, but this campaign bridges the gap between Christmas advertising and big-audience entertainment,” says Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi. 

Encouraging moments of connection and conversation over Christmas, Waitrose’s mystery is designed to get people talking. Audiences will be held on the edge of their seats until all is revealed in part two. For now, we can only guess who ate the No.1 Waitrose Red Velvet Bauble Dessert.