First look as Waitrose unwraps ‘delicious’ Christmas advert with Hollywood and Celebrity Traitors stars

• Waitrose has unwrapped its Christmas advert for 2025.
• The ‘sweet as pie’ campaign channels rom-coms.
• Take a look at the ad as it debuts!

A supermarket has unwrapped its ‘sweet as pie’ Christmas advert. Waitrose has channelled rom-com spirit for its festive campaign this year - with a sprinkle of Hollywood magic on top.

Keira Knightley and Celebrity Traitors favourite Joe Wilkinson star in the festive short-film. The full four minute clip is available to watch today (November 12) with ‘trailer’ versions set to appear on TV as well.

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It comes a week after Waitrose’s sister company John Lewis released its highly anticipated advert. See why it left viewers in tears at breakfast.

First look at Waitrose's 2025 Christmas advert

Waitrose's Christmas ad 2025 - The Perfect Gift | Waitrose

Providing a fresh take on the classic Christmas campaign, the four minute film stars beloved British actress, Keira Knightley, as the female lead; matched with ‘everyman’ lovable comedian, Joe Wilkinson - who reprises his role as Phil, from the grocer’s 2024 ‘whodunnit’ festive advert.

We watch as the pair encounter the ultimate ‘meet cute’ moment at a Waitrose cheese counter, as they share a love for Sussex Charmer Mature Cheddar. Akin to their favourite cheese, our male lead lives in Sussex and turns out to be a bit of a charmer himself.

Their romance unfolds, not without hiccups, in front of our eyes; before Phil says the ultimate ‘I love you’ by recreating Keira’s Nan’s pie recipe* - which inspired the Waitrose No.1 Festive Turkey Pie - as for food lovers, food is the greatest love language.

The mini movie highlights the importance and ease of “saying it with food”, amplifying the key role food plays in bringing people together, and communicating messages of love and care - because if you can't say it at Christmas, when can you, eh?

Keira Knightley said: “I love food, and so when I received this script where I get to fall head over heels in love over a shared love of cheese, I couldn't turn it down! I adored working on this silly, fun and delicious film with Joe and I hope those watching it fall in love too.”

Joe Wilkinson adds: “It was great to be back with Waitrose for their 2025 Christmas campaign. This year, Phil got to enjoy both the love and the food he truly deserved. As you can imagine, it was tough having to eat the delicious Waitrose food and falling in love with Keira, but I just got on with it, like the trooper I am!”

Love Actually director Richard Curtis called it “sweet as pie” and gave the short film his seal of approval.

Who made the advert?

Waitrose’s 2025 Christmas advert was created by Wonderhood Studios and was directed by Molly Manners, who worked on Netflix’s hit rom-com One Day. The soundtrack features the song ‘She’s a star’ by British Indie rock band, James.

Debut in full on YouTube now - watch it above. Shorter ‘movie style’ trailers will be broadcast on TV, teasing the longer film and encouraging viewers to head online to experience the full feel-good of The Perfect Gift.

Nathan Ansell, Waitrose Chief Customer Officer, said: “When it comes to Christmas, delicious food and drink play a central role in bringing people together and helping us show affection. This year, we welcomed British heroine, Keira Knightley, and Waitrose’ favourite, Joe Wilkinson, to help us show Food Lovers how to ‘say it with food’.

“Our four minute Christmas film - an industry first - pays homage to the seasonal romantic comedy tradition, celebrates the exciting and elevated Waitrose festive food offering, and adds a little more of that warm, fuzzy feeling to the holiday season. It’s the perfect gift from Waitrose, to you.”

Molly Manners, director, added: “What a privilege to be invited in by Waitrose and Wonderhood to tell this emotional rollercoaster of a love story. We had such a great time making the perfect miniature romcom with food as a love language deep at its heart. The combination of Keira Knightley and Joe Wilkinson is magical in such an unexpected way. I hope they knock your socks clean off, as they did mine."

Take a look at John Lewis’ Christmas advert for 2025 which is also available to watch now. Remind yourself which song features this year!