Waitrose has released its 2026 festive campaign, The Perfect Gift 2, a six-minute cinematic romcom sequel starring Keira Knightley and Joe Wilkinson. The grocery retailer confirmed the advert is the longest commercial ever produced by a British supermarket.
A Hollywood-style festive sequel
Directed by Molly Manners, known for One Day, the mini-movie follows last year's 2025 festive launch. It features sweeping crane shots, snowy country house sets, and a score recorded by the Prague Philharmonic Orchestra.
The storyline places Knightley in a love triangle between her lovelorn former flame Phil (Wilkinson) and a dashing, self-absorbed rival, Hugo Bunty-Griffin (Alex Hassell). In a Richard Curtis-style farce, Phil races against time to halt Keira's wedding to Hugo, armed with a homemade beef Wellington.
Retailers take contrasting creative approaches
The release comes amid a competitive advertising season as retailers navigate tight household budgets. John Lewis, the traditional bellwether of festive ads, faced criticism over its 2026 offering, which features Dame Kristin Scott Thomas. Critics and shoppers on social media lambasted the portrayal of "entitled" grandchildren, branding it an "out-of-touch" misstep during a cost-of-living crunch.
Rival Lidl has taken a different route, bypassing cinematic tear-jerkers for populist camp. Its 2026 push features EastEnders veteran Shaun Williamson singing a Slade parody, "Lidl Christmas Everybody," while delivering budget-friendly festive staples to neighbours.
Waitrose aims to bridge glossy cinematic escapism with self-deprecating British humour, keeping its premium food credentials at the centre of the gag.
Cast and retailer comments
Speaking about the campaign, Knightley said: "I always felt last year's love story deserved another chapter, and what a sequel this has been. I absolutely loved the chance to revisit our relationship this Christmas, although I wasn't expecting to find myself caught between two men and a beef Wellington! Making this short film has been so much fun. I hope it brings a little festive magic to everyone who watches it."
Wilkinson added: "Chuffed to be back for the sequel. If a beef Wellington doesn't win back the heart of a Hollywood A-lister, nowt will. Although there is the thorny issue of Keira Knightley's new beau, the dashing Alex Hassell. How will she choose between us?"
Hassell described his character Hugo as "a man in love… but really only with himself and the idea of being part of a celebrity power couple," adding: "Hugo thinks he's the cat's meow, but Phil has something he doesn't: a beef Wellington and an adorable heart."
Nathan Ansell, Waitrose Chief Customer Officer, said customer demand drove the decision to turn last year's ad into a recurring franchise: "Last year's The Perfect Gift sparked a huge reaction, and our customers were clear: they wanted to know what happened next. Every great romcom needs a moment where all seems lost, and ours just happens to be wrapped in pastry."
