The romcom-style ad, at almost six minutes long, is “officially the longest ad ever created by a UK supermarket,” according to Waitrose.
The Perfect Gift 2, created with Wonderhood Studios, tells a love rivalry story, while positioning the John Lewis Partnership-owned grocer as “the ultimate food and drink destination for shoppers who are looking for high-quality ingredients, outstanding taste and a wide range of inspiring products and recipe ideas”.
Waitrose chief customer officer Nathan Ansell said: “Building on the overwhelming customer demand and huge success of last year’s campaign, The Perfect Gift 2 represents a strategic evolution of our festive narrative, designed to drive deeper brand engagement and reinforce our home of food lovers positioning.
“Last year demonstrated that emotional, entertainment-first storytelling effectively cuts through the festive noise, builds strong brand affinity and creates genuine cultural momentum. With this ambitious sequel, our goal is to build on that connection, bring our story full circle and give audiences a compelling reason to return.
“We significantly raised the creative and production stakes by extending the mini-film by two minutes, making it an ambitious six-minute cinematic romcom – the longest ad produced by a UK supermarket – while keeping our exceptional food credentials firmly at the narrative core.
“By leaning into the high-stakes romance, humor and theatrical charm of classic big-screen sequels, The Perfect Gift 2 delivers a high-impact, 360-degree campaign aimed at driving both emotional brand love and strong commercial momentum across all paid, owned and earned channels.”
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