Trending PR Campaigns
Waitrose Festive Romance Sequel
Waitrose is bringing Keira Knightley and Joe Wilkinson back for a sequel to last year’s Christmas rom-com advert. A wedding-dress teaser sets up the next chapter, with the full ad, shorter trailers and film-poster-style campaign materials to follow.
Why it worked: It turned an annual ad drop into an episodic cliffhanger, using a celebrity-led wedding-dress teaser and hard premiere date to create coverage urgency.
The lesson: Consider teasing a sequel to last year’s best-performing asset with a single provocative visual and a timed premiere embargo.
Coverage over time
How this story spread across the media