Waitrose has unveiled the first instalment of its 2024 Christmas advert with an all-star cast and a festive ‘whodunnit’ cliffhanger.

The two-part ad, titled ‘Sweet Suspicion, A Waitrose Mystery’, launches today (5 November) and features an ensemble cast including Matthew Macfadyen of “Succession”, comedian Joe Wilkinson from “Afterlife”, Rakhee Thakrar of “Sex Education”, Sian Clifford from “Fleabag”, Dustin Demri-Burns of “Slow Horses” and Eryl Maynard of “Agatha Christie’s Miss Marple”.

Directed by Lucy Forbes, whose recent work includes “Eric” and “This is Going to Hurt,” the 90-second film, created by Saatchi & Saatchi, centres around a family preparing for Christmas day, only to discover that the No.1 Waitrose Red Velvet Bauble Dessert has gone missing. The amateur detective, played by Macfadyen, then goes on a mission to uncover the culprit.

Other key ‘food stars’ of the ad include a melting Reuben Rarebit, Brown Butter Mince Pies with Cognac, and a Treacle Glazed Turkey Crown.

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In a new approach for the upmarket grocer, the mystery will unfold over the next few weeks, when a 60-second film finally unveils the dessert thief to the nation – concluding the two-part campaign.

Waitrose customer director Nathan Ansell said: “For the first time, we’re keeping Waitrose customers guessing with a ‘whodunnit’ festive crime drama featuring a stellar cast for this year’s Christmas ad.

“Our Christmas Campaign is all about how Waitrose (Christmas) food is so good, you can’t wait to get your hands on it so we’ve showcased the very best of our delicious range while also adding a touch of festive fun and sparkle. Was it Uncle Phil? Was it Fig the cat? You’ll have to wait and see.”

The wider Christmas campaign will include a social-first activation with exclusive character alibis and a special appearance by some of the nation’s favourite detectives trying to help crack the case.

There will be a physical evidence board at London Kings Cross Station, an exclusive ITV partnership and a partnership with The Times & Sunday Times. There will also be activity from Waitrose Partners in-store, who will wear ‘suspect’ t-shirts.