Waitrose Christmas Ad Sees Keira Knightley Marry Joe Wilkinson
Waitrose will bring back Keira Knightley and Joe Wilkinson for its 2026 Christmas advert, with the couple from last year's cheese-counter romance now getting married. A teaser shows Knightley running barefoot through the aisles in a wedding dress and veil.
The Waitrose Christmas advert sees actress Keira Knightley marry Joe Wilkinson in a sequel to the supermarket's 2025 festive film, with the pair swapping the shop aisle for a wedding aisle, Waitrose announced ahead of the 2026 campaign.
Wilkinson, a star of Celebrity Traitors, returns as Phil, nicknamed 'Phil Phil'. Knightley plays herself again.
What the teaser shows
A short teaser, due for full release on Tuesday, shows Knightley running barefoot through the aisles of Waitrose in a wedding dress and veil. She does not look blissfully happy. She looks stressed, and the scenes have the feel of a fever dream.
The pair still get their happy ending and marry in a Christmas food-themed ceremony. Alex Hassell is also part of the cast, according to campaign coverage.
Where the story left off
Last year's four-minute film had the two meet at the cheese counter. They bonded over Sussex Charmer mature cheddar and agreed to go on a date.
The story played like a Love Actually-style courtship. Phil mistook Knightley's brother Mark for a boyfriend. He then baked her a turkey pie from her Nan's recipe, with 'I love you' written in pastry on top, and the couple kissed.
Phil first appeared in Waitrose's 2024 festive advert, Sweet Suspicion.
What Waitrose says
Waitrose said Knightley "reprises her most personal role to date, playing herself, alongside Joe Wilkinson as Phil 'Phil Phil', the actual charmer from Sussex who won her heart last Christmas."
The company added: "This year, Keira swaps the wedding aisle for the man she met in the Waitrose aisle. But will their festive love story have a happy ending?"
One source close to the campaign answered that question. "Of course it will," the source said, adding that audiences should not expect the bride to marry in the shop without shoes.
Pressure after a rival's flop
Waitrose is owned by John Lewis, and bosses are hoping the film lands better than the department store's own Christmas advert. That film, released last week, starred Kristin Scott Thomas as a doting grandmother hunting for the perfect present for her two grandchildren.
Viewers widely criticized the "entitled" and "spoilt" children and the "pathetic" parenting on display.
Knightley spoke about the first film last year. "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," she said.
