Waitrose Christmas advert branded 'cute' as fans say supermarket has the best festive ad, unlike John Lewis
Waitrose's festive offering has proved a hit with viewers, with some declaring it the best Christmas advert of the year.
Shoppers have been quick to share their approval of Waitrose's latest Christmas advert, with one describing it as 'cute' on social media, while others have simply declared how much they love it.
The positive reaction comes as the supermarket became the latest to unveil their ad this morning (Tuesday November 10).
Fans have been pleased to see the return of actress Keira Knightley and comedian Joe Wilkinson for a festive sequel to its 2025 Christmas campaign, The Perfect Gift, with some people saying that this is the Christmas ad of the year.
Last year's four-minute mini-romcom saw Knightley and Wilkinson's characters meet over a shared love of cheese at a Waitrose counter, before an unlikely romance blossomed. The story reached its happy ending when Phil, played by Wilkinson, won Keira's heart by recreating her grandmother's turkey pie recipe.
This year's advert picks up where that love story left off, although things aren't quite as straightforward for the couple. Knightley's character is preparing to marry someone else, Hugo Bunty-Griffin, played by Alex Hassell, leaving Phil heartbroken and determined to win her back. A homemade beef Wellington becomes his unlikely romantic gesture as he races against the clock to stop the wedding.
That’s all we’ll say as we don’t want to spoil the ending to the advert, which is six minutes long this year, but you can watch it for yourself below:
It comes a week after some people were left less than impressed with Waitrose’s sister retailer John Lewis's Christmas campaign.
One social media user pointed out the contrast between the two retailers, expressing surprise that they operate under the same parent organisation, the John Lewis Partnership.
"Love this so much. (John Lewis's one was awful)”, they wrote on X. “Can't believe they are partners with them. They have, as someone else said on YouTube, the best (Waitrose) and worst (John Lewis) Christmas advert."
John Lewis's 2026 Christmas advert, starring Dame Kristin Scott Thomas, has attracted considerable criticism from viewers, with some taking issue with its portrayal of an affluent family enjoying an extravagant Christmas. Others have criticised the grandchildren featured in the advert, describing them as spoiled and ungrateful, while some questioned whether its luxurious setting was out of touch with the financial pressures facing many households.