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Waitrose Sweet Suspicion

Client: Waitrose
  • Brand Experience
  • Outdoor Build
  • Experiential
Sweet Suspicion investigation board installation
Visitors voting for suspects
Oversized red velvet dessert display

The challenge.

Extend the Sweet Suspicion Christmas campaign beyond television and create a real-world experience that encouraged curiosity, participation and conversation.

Our approach.

  • Created a bespoke detective-style investigation board at King’s Cross Station.
  • Used props, clues and themed decorations to immerse audiences in the mystery.
  • Built an interactive voting experience at the Waitrose Winter Food and Drink Festival.
  • Created a dramatic oversized replica of the missing dessert for photo opportunities.
Waitrose Sweet Suspicion experiential activation

The results.

The activation successfully extended the campaign narrative into the real world, encouraging engagement, social sharing and interest in the Waitrose No.1 Red Velvet dessert.

2
Interactive activation locations delivered.
The whole [Ann Squared] team bring a genuinely collaborative, solutions led approach, helping us turn ambitious ideas into practical, well considered executions. They are responsive, transparent and calm under pressure, while their attention to detail across feasibility, production and delivery gives us real confidence at every stage of a project.
James Powell, Executive Producer Rapport IMPACT
I’ve had the privilege of working with Ann Squared on our last two major European customer conferences in both London and Amsterdam. The team is incredibly personable and always takes the time to understand and deliver on the brief. The events they create are consistently of a very high standard and are always held in high esteem by our customers, receiving excellent feedback. Their careful planning, strong budget management, and genuine commitment to getting things right make them one of the easiest companies I’ve worked with. I look forward to continuing our partnership for many years to come.
Rupert Earl, Field Marketing Lead EMEA & APAC

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