Waitrose has unveiled the second instalment of its 2024 Christmas advert, revealing which of its star-studded lineup stole the festive dessert.

The campaign, which has so far amassed over 150 million views across social, TV and digital channels, makes part one Waitrose’s biggest ever Christmas campaign.

Following a series of polls on Waitrose.com and the upmarket retailer’s social channels, 18% of customers ranked Fig the Cat the top suspect, followed closely by Gamma (17%) and May (15%), with the least suspicious being Steve (8%). 

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In part two of the Saatchi & Saatchi created film, the detective, played by Matthew Macfadyen, unravels the mystery of the missing No.1 Waitrose Red Velvet Bauble Dessert, revealing that it was Steve who had hidden the dessert in the gingerbread house before being caught in the act in the family garden shed enjoying his first bite.

Once unveiled, the film ends with the whole family digging into the dessert. 

The culprit will be revealed on TV tonight (26 November) during the Great British Bake Off on Channel 4 and I’m a Celebrity Get Me Out of Here on ITV.

Waitrose customer director Nathan Ansell said: “The last few weeks have been filled with suspicion, guessing and alibis. Customers and Partners alike have been getting into the ‘whodunnit’ spirit, from wearing the ad t-shirts in store with their predictions of who the culprit is, we’ve also seen huge engagement on social media polls and I’ve even had customers getting in touch with their own detailed theories and pictures.

“I can’t wait for everyone to find out who did it. So here’s to celebrating with some amazing good food and seeing the surprise or smug looks on everyone’s faces.”