The brief was simple: launch the new Waitrose Christmas ad and make as much noise as possible. But the campaign itself was anything but! It was a cinematic A-list romcom, more movie than traditional ad. So we matched its ambition. And what better way to launch a movie, than to give it a premiere?!

Working hand-in-glove with creative agency Wonderhood, we built a layered campaign that left no stone unturned. First, an exclusive screening on Regent Street the day before air for our top tier tastemakers, media and influencers that got embargoed content in their hands, ready to publish the moment the world got to see it. Then a full launch party at Somerset House, complete with a private skate session, letting guests step directly inside the world of the ad while sampling the festive food it was built around. We delivered three tailored press releases, secured talent interviews, developed broader features and dropped a final research story over Twixmas to keep the conversation live.  We amplified every single angle, we didn't just rely on the talent to do the talking we sculpted a multifaced media attack to make sure everyone saw and heard about the ad

The results? Over 400 pieces of coverage across national, lifestyle, regional, broadcast and trade - every single one positive. Social media lit up. WhatsApp groups buzzed. LinkedIn flooded. And the cherry on top? It's now being used as a "how to" case study in a university PR lecture. When your campaign becomes the textbook, you know you've done something right.