As much as we all love the traditions and rituals at Christmas time, it’s often the food that we are really looking forward to.

The truth though is that when that food is from Waitrose & Partners, we will do whatever it takes to get to the food as quickly as possible.

From this truth, we came up with our idea ‘Too good to wait’. A series of humourous ads that acknowledged that when the food is Waitrose food, we will cut short whatever we are doing.

Of all the traditions at Christmas, the one that everyone looks forward to the most is the food. And when that food is from Waitrose&Partners, you’ll do whatever it takes to get to it as quickly as possible. It is simply Too Good To Wait. We broke with tradition, creating not 1 but 6 films, each one showing people rushing through their Christmas festivities to get to the good bit: the food! We showed people rushing through activities like the 

Boxing Day walk, the annual town carol concert and the Christmas day game of 

charades. We even went meta, creating a film where a family fast- forwarded through this year’s John Lewis & Partners Christmas ad, because they just 

couldn’t wait to get their hands on a delicious slice of stollen. Because nothing was 

worth standing in the way of Waitrose’s Christmas food.