Waitrose Christmas Ad 2025: Starring Keira Knightley. & Joe Wilkinson

Waitrose has today unveiled The Perfect Gift; a first of its kind romantic comedy ‘short’ celebrating the supermarket’s 2025 festive offering.

Providing a fresh take on the classic Christmas campaign, the four minute film stars beloved British actress, Keira Knightley, as the female lead; matched with ‘everyman’ lovable comedian, Joe Wilkinson – who reprises his role as Phil, from the grocer’s 2024 ‘whodunnit’ festive advert.

We watch as the pair encounter the ultimate ‘meet cute’ moment at a Waitrose cheese counter, as they share a love for Sussex Charmer Mature Cheddar. Akin to their favourite cheese, our male lead lives in Sussex and turns out to be a bit of a charmer himself.

Their romance unfolds, not without hiccups, in front of our eyes; before Phil says the ultimate ‘I love you’ by recreating Keira’s Nan’s pie recipe* – which inspired the Waitrose No.1 Festive Turkey Pie – as for food lovers, food is the greatest love language.

The mini movie highlights the importance and ease of “saying it with food”, amplifying the key role food plays in bringing people together, and communicating messages of love and care – because if you can’t say it at Christmas, when can you, eh?

Keira Knightley comments, “I love food, and so when I received this script where I get to fall head over heels in love over a shared love of cheese, I couldn’t turn it down! I adored working on this silly, fun and delicious film with Joe and I hope those watching it fall in love too.”

Joe Wilkinson adds, “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!”

Created by Wonderhood Studios and directed by Molly Manners, who directed the popular Netflix romcom; One Day, the campaign pays homage to the romantic comedy genre, providing viewers with a sense of comfort, calm and magic.

The soundtrack, featuring ‘She’s a star’ by British Indie rock band, James, amplifies the empowering and uplifting feelings of the campaign; and nods to Keira Knightley, playing herself, as one of Britain’s biggest stars.