For some Christmas is about the presents or the music, the parties or the joy in being together. But really for many of us, it’s the food that gets us excited; this is the basis of Waitroses’ new Christmas ad campaign.

The new festive advert has been created by adam&eveDDB, and shot by acclaimed comedy director Jeff Low. The campaign titled, ‘You Can Taste When It’s a Waitrose Christmas’, puts quality food at the centre of celebrations as audiences are guided through the Waitrose range by Extras star Ashley Jensen, who argues “the best bit of Christmas is the food”.

The film features a number of relatable Christmas scenes starring Jensen who trumps festive traditions each time by thinking about Christmas food. From carolling to opening presents to hosting a Christmas party, the food takes center stage as the highlight of the holiday season. 

The shots are fun and mischievous as we see the likes of Jensen passing off Heston Blumenthal’s mince pies as her own before attempting to serve them to him, in a scene all too familiar to novice bakers. The film’s focus on the food lets the Waitrose range speak for itself, giving audiences a glimpse of some of this year’s festive treats including Truffle Smoked Salmon, No.1 Truffle Prosciutto Crudo, Bronze Feathered Free Range Turkey, Heston Night Before Christmas Mince Pies and the festive classic, sprouts, loaded with pancetta.

“Food plays such a wonderful role in creating those special moments and we know how incredibly important this Christmas is to so many people, after we were unable to have all of our family and friends around us last year. We felt the feasting and celebrations deserved the spotlight in this year’s campaign because after all, the best bit of Christmas is the food.” said Martin George, Customer Director, Waitrose.

The ad will run across TV and video on demand platforms.