The Perfect Gift

Waitrose has released ‘The Perfect Gift,’ a four-minute Christmas film starring Keira Knightley and Joe Wilkinson. Created by Wonderhood Studios with media from MG OMD, the short follows Phil (Wilkinson), a widower whose festive season takes an unexpected turn when he meets his dream woman, played by Knightley, at the Waitrose cheese counter. Their connection over Sussex Charmer Mature Cheddar sets the tone for a playful, feel-good story about love, food and second chances. Directed by Molly Manners (One Day) and produced by Biscuit Filmworks, the film marks an industry first for Waitrose as a four-minute ‘campaign short,’ positioning the supermarket as a “food entertainment brand.” The soundtrack features the 90s classic She’s a Star by James.

Keira Knightley said she “couldn’t turn it down” after reading a script where she falls in love over cheese, adding that she loved working on the “silly, fun and delicious film.” Romantic-comedy legend Richard Curtis has already given it his seal of approval, calling it “sweet as pie.” Joe Wilkinson added: “It was great to be back with Waitrose for their 2025 Christmas campaign. This year, Phil got to enjoy both the love and the food he truly deserved. 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!”

Additionally:
The BFI IMAX has been turned into the….PIEMAX, as part of Waitrose’s Christmas campaign. The activation from Wonderhood Studios and MG OMD, pays homage to the grocer’s recent Christmas short film The Perfect Gift, in which Joe Wilkinson (as ‘Phil’) cooks up the ultimate romantic gesture - a lovingly made Turkey Pie, to win the heart of none other than Keira Knightley.

The media planning for this campaign leans heavily into film launch tactics throughout - by turning one of London’s most famous film landmarks into part of the story itself, MG OMD have extended the campaign's cinematic world beyond the screen. A site normally wrapped in superheroes and space sagas is, for two weeks, honouring the humble homemade pie - a bold media moment that brought Waitrose’s food-as-entertainment strategy to life.

The creative execution shows the home made pie, captured in camera, and blown up onto the 1,734m2 IMAX walls, engraved with “The Perfect Gift”, the title of the romcom on one side. The other is decorated with the message “Love at first bite”, in handmade pastry letters. The giant pie continues to invite the nation to 'say it with food', as for food lovers, food isn't a given, it's the greatest gift of all.

Taking inspiration from Phil’s humble homemade pie, food lovers will be able to get their hands on Waitrose No.1 Festive Turkey Pie - baked with care, to serve with love this Christmas.