Waitrose has unveiled its Christmas advert for 2025, and the supermarket has gone all out. The four-minute short film features Hollywood actress Keira Knightley alongside Celebrity Traitors star Joe Wilkinson. Called “The Perfect Gift”, this festive rom-com offers a fresh spin on traditional Christmas advertising. In 2026, searches for the Waitrose Christmas advert remain high as viewers continue to share and discuss the heartwarming film.
The advert marks a significant departure from standard supermarket promotions. It is an industry-first four-minute “campaign short” that treats food as a love language. Therefore, this guide covers everything about the Waitrose Christmas advert, including its star-studded cast, plot details, and public reaction.
What Is the Waitrose Christmas Advert 2025?
Waitrose has released its Christmas advert for 2025. The brand pulled out all the stops with a four-minute short film. Award-winning actress Keira Knightley stars alongside Celebrity Traitors favourite Joe Wilkinson. BAFTA-winning director Molly Manners helmed the clip. The advert charts the duo’s unlikely romance as it develops through a mutual appreciation of food.
Called “The Perfect Gift”, the rom-com offers a new spin on the traditional festive campaign. Comedian Wilkinson returns as Phil, his character from last year’s “whodunnit” Christmas advert. In a classic “meet cute” scene at a Waitrose cheese counter, the two bond over their mutual love of Sussex Charmer Mature Cheddar.
The Perfect Gift: Plot Summary
As romance flourishes, Phil performs the ultimate gesture of love. He recreates Keira’s nan’s pie recipe. The short film emphasises the significance of “saying it with food”. It showcases how food brings people closer together.
The story starts with Phil in a pub called The Pie Makers Arms. Friends console him: “It’s time to move on, it’s what Shelley would have wanted.” Phil replies: “Well, Shell said the only person I could move on with is Keira Knightley.”
When his friend scoffs “Keira Knightley? Good luck with that mate,” Phil actually meets her at the cheese counter. They arrange a date, triggering a classic rom-com montage set to “She’s A Star” by James. The montage includes nods to Knightley’s scenes in Love Actually. In one scene, she says “They’re all of me!” about biscuits Phil has made.
Who Stars in the Waitrose Christmas Advert?
Keira Knightley plays a version of herself in the advert. The actress is known for Pride & Prejudice, Atonement, The Imitation Game, and of course Love Actually. She brings her rom-com credentials to the campaign. She 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.”
Joe Wilkinson reprises his role as Phil from the 2024 Waitrose Christmas advert. The comedian has shaken off his misfit persona to become a household name through Celebrity Traitors and Last One Laughing. He joked: “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.”
The advert was directed by Molly Manners, a BAFTA-winning director. Her credits include the Netflix adaptation of David Nicholls’ bestselling rom-com One Day. She called it an “emotional rollercoaster of a love story” and said: “The combination of Keira Knightley and Joe Wilkinson is magical in such an unexpected way.”
Love Actually References and Richard Curtis Approval
The advert is packed with nods to Love Actually, the beloved Christmas film that made Keira Knightley famous. In the climactic scene, Phil turns up on Keira’s doorstep with a homemade turkey pie bearing the words “I love you.” This directly mirrors the iconic Love Actually scene where Mark (Andrew Lincoln) declares his love for Knightley’s character Juliet using cue cards.
The advert has received the ultimate seal of approval from romantic comedy royalty Richard Curtis. The writer and director of Four Weddings and a Funeral, Notting Hill, Bridget Jones, Love Actually and About Time has labelled it “sweet as pie.”
Public Reaction: ‘Absolutely Fabulous’
The advert has already captured hearts online. Fans flocked to YouTube to praise it. One viewer commented: “Left me smiling, the Christmas vibe of making seemingly far-fetched dreams a reality with the help of good food and recipes – the Waitrose way.”
Another added: “Now, that’s how you do it. A cracking Christmas advert. Funny, heartwarming and it felt like Christmas.” A third shared: “Very well done Waitrose… at last a very wonderful Christmas advert! Just what we need… something to make us all smile, absolutely fabulous thank you!”
Industry Recognition: Top-Scoring Supermarket Ad
The Perfect Gift has become the top-scoring supermarket Christmas ad of 2025 according to System1 Group. It received a maximum 5.9-Stars rating on Test Your Ad Pro. 94% of viewers realised it was for Waitrose.
The ad’s success is built on strong character development, plenty of incident, and a cosy sense of place. Viewers described feeling “amused” and “uplifted.” It also got a massive Spike Rating, predicting strong short-term sales.
Waitrose chief customer officer Nathan Ansell explained the strategy: “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.”
Building on the 2024 Whodunnit Campaign
This year’s rom-com follows the success of Waitrose’s 2024 Christmas campaign. That campaign turned one theft of a pudding into an eight-week crime drama. It featured Succession’s Matthew Macfadyen, Fleabag’s Sian Clifford and sketch comedian Dustin Demri-Burns.
Wilkinson’s character Phil first appeared in that whodunnit. His return adds continuity for fans who followed the previous storyline. The 2024 campaign culminated in Waitrose’s biggest online and in-store trading day in history on December 23rd, 2024.
Why the Waitrose Christmas Advert Is Trending in 2026
The Waitrose Christmas advert continues to trend for several reasons. The unexpected pairing of Keira Knightley and Joe Wilkinson creates delightful comedic chemistry. The Love Actually references appeal to fans of the classic film. The four-minute runtime allows for genuine storytelling rather than a standard 30-second pitch. Additionally, the advert has become a cultural talking point, with viewers sharing it across social media platforms well into the new year.
From the cheese counter meet-cute to the pie-bearing doorstep declaration, The Perfect Gift has earned its place among the most beloved Christmas adverts of all time.
Frequently Asked Questions (FAQs)
Who stars in the Waitrose Christmas advert 2025?
Keira Knightley and Joe Wilkinson star in The Perfect Gift. Joe Wilkinson reprises his role as Phil from the 2024 advert.
What is the Waitrose Christmas advert called?
The advert is titled “The Perfect Gift”. It is a four-minute romantic comedy short film.
Who directed the Waitrose Christmas advert?
BAFTA-winning director Molly Manners, known for Netflix’s One Day, directed the advert.
What is the song in the Waitrose Christmas advert?
The soundtrack features the 1990s classic “She’s A Star” by British band James.
Does the advert reference Love Actually?
Yes. The advert includes several nods to Love Actually, including a scene where Phil declares “I love you” on Keira’s doorstep with a pie.
What did Richard Curtis say about the advert?
Richard Curtis, writer and director of Love Actually, called the advert “sweet as pie”.
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