ITV and Waitrose & Partners in first collaboration

Waitrose & Partners ‘Too Good to Wait’ campaign launched on the 9th November with a themed ad break in ITV’s Coronation Street, which saw the channel “fast forward” ads by other brands to quickly reach Waitrose’s ‘Carol Concert’ ad.

The festive campaign features a series of spots in which characters abandon their Christmas rituals to tuck into tasty treats as quickly as possible.

In the lead-up to the special break, ITV ran teasers for the campaign which involved the continuity announcer becoming distracted by Waitrose food, before remembering to announce the next programme. The innovative ad break launch was a first for ITV and was brokered by Manning Gottleib OMD, who recruited some of its other clients to get involved in the “fast forward” sequence.

With creative by adam&eveDDB, the ads will continue to run through to mid-December with other disruptive spots including ‘Mistletoe’ and ‘Jingle Bells’.

Looking forward to the traditions and special moments is what makes Christmas the most wonderful time of the year, but there’s also another aspect that adults and children alike just can’t wait for: the food.

Martin George Customer Director at Waitrose

Other storylines include rushing a Boxing Day Christmas walk to get back for the leftovers and a sped-up carol service in which the piano player can’t wait to get her hands on a tasty mince pie.

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