Waitrose has officially unveiled its highly anticipated Christmas advert for 2025, bringing a touch of Hollywood glamour and British comedy to the festive season in a heartwarming romantic comedy-style campaign.
A Star-Studded Festive Romance
The supermarket's four-minute festive film, titled 'The Perfect Gift', features acclaimed British actress Keira Knightley alongside beloved comedian Joe Wilkinson, who reprises his role as Phil from Waitrose's 2024 Christmas advertisement. The full-length commercial became available for viewing on November 12, 2025, with shorter trailer versions scheduled to appear on television.
In a charming twist reminiscent of classic romantic comedies, the pair's characters experience their 'meet cute' moment at a Waitrose cheese counter, bonding over their shared appreciation for Sussex Charmer Mature Cheddar. Much like their favourite cheese, Wilkinson's character hails from Sussex and proves to be quite the charmer himself as their relationship develops.
Food as the Language of Love
The mini-movie explores the central theme of expressing emotions through food, positioning culinary creations as the ultimate love language during the festive period. The narrative reaches its emotional peak when Phil recreates a pie recipe belonging to Keira's character's grandmother, which notably inspired the Waitrose No.1 Festive Turkey Pie.
Keira Knightley expressed her enthusiasm for the project, stating: "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 added humour to his reflection on the filming experience: "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!"
Creative Talent Behind the Campaign
The Waitrose 2025 Christmas advertisement was developed by Wonderhood Studios under the direction of Molly Manners, known for her work on Netflix's successful romantic drama One Day. The campaign has already received praise from notable figures, including Love Actually director Richard Curtis, who described it as "sweet as pie" and gave it his personal endorsement.
The advertisement's soundtrack features the appropriately titled song 'She's a star' by renowned British indie rock band James, adding to the romantic atmosphere of the short film.
Nathan Ansell, Waitrose Chief Customer Officer, explained the thinking behind this year's approach: "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."
Director Molly Manners shared her excitement about the project: "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."
The release follows the Christmas advert from Waitrose's sister company John Lewis by just one week, continuing the tradition of major retailers competing for attention with their festive campaigns. Viewers can watch the complete Waitrose Christmas film on YouTube, while abbreviated versions will air on television to drive audiences to the full online experience.