Waitrose Treats Its Christmas Advert Like a Film Release With Six-Minute Rom-Com

Waitrose is running a six-minute Christmas advert this year, positioning its seasonal marketing like a film launch. Its top marketer says the "multi-dimensional campaign" is designed to tie back to the retailer's overarching brand platform.

Why it matters: Brand marketers can see how a major UK grocer is linking a high-production seasonal campaign to a consistent long-term brand platform.