Keira Knightley and Joe Wilkinson will marry in this year's Waitrose Christmas advert, continuing the romance that began at the supermarket's cheese counter in 2025.
A Wedding in the Aisles
The new instalment sees the unlikely couple swap the supermarket aisle for a wedding aisle, tying the knot in a Christmas food-themed ceremony. Last year's four-minute short showed the relationship blossoming between Keira, who plays herself, and Joe, who reprised his role as lovelorn everyman Phil from Waitrose's 2024 festive Sweet Suspicion ad.
The pair were shown embarking on a Love Actually-style courtship, complete with a mix-up when he thought she had another boyfriend called Mark, but it turned out to be her brother. Phil then sealed the deal by baking her a turkey pie based on her Nan's recipe, with 'I love you' written in pastry on the top.
Teaser and Reception
A teaser for the ad, to be released on Tuesday, shows Keira running barefoot through the aisles of Waitrose wearing a wedding dress and veil, looking stressed rather than blissfully happy. In the end, the pair get their happy ending and successfully get hitched.
Waitrose said: "Keira Knightley reprises her most personal role to date, playing herself, alongside Joe Wilkinson as Phil 'Phil Phil', the actual charmer from Sussex who won her heart last Christmas. This year, Keira swaps the wedding aisle for the man she met in the Waitrose aisle. But will their festive love story have a happy ending?"
One source said: "Of course it will. Just don't expect her to get married in Waitrose without any shoes on. She might be worried about all the food being perfect, but the audience won't be left disappointed. Keira and Joe are very much the stars, along with all the delicious food on offer."
Last year Keira 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 and I hope those watching it fall in love too." Joe laughed: "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!"
Bosses Hope for Success
Bosses at Waitrose, owned by John Lewis, will be hoping the advert proves popular after the department store's effort flopped last week. It shows Kristin Scott Thomas playing a doting grandmother trying to find her two grandkids the perfect present, but was widely criticised over the "entitled" and "spoilt" children and for the "pathetic" parenting on display.
Other Christmas adverts featuring celebrities are doing well this year. Marks and Spencer have scored a huge hit with their festive offering, starring Amandaland's Lucy Punch as Mrs Claus alongside Happy Valley's James Norton as a hot Santa. Tesco also did well thanks to actress Anna Maxwell Martin and comedian Roisin Conaty starring in a story promoting female friendship and forgiveness. Lidl went for former EastEnders star Shaun Williamson, who belts out a version of Slade's Merry Xmas Everybody while visiting all the neighbours with food and booze.
