Waitrose brings festive storytelling to new heights with its cinematic Christmas activation, transforming the iconic BFI IMAX in London into the playful and unforgettable “PIEMAX.” Created by Wonderhood Studios and MG OMD, this large-scale OOH moment ties directly to the retailer’s romcom-inspired holiday film The Perfect Gift — where Joe Wilkinson, as “Phil,” prepares a heartfelt homemade turkey pie to win the affection of Keira Knightley.
Wrapped across an impressive 1,734 m², the IMAX becomes part of the story itself, extending the film’s emotional world into the real environment. For two weeks, a location usually dominated by superheroes and sci-fi universes pays tribute instead to one humble yet heartfelt dish: the homemade pie at the center of the Waitrose Christmas narrative.
A cinematic twist on festive storytelling
The hero execution displays a beautifully crafted turkey pie captured entirely in-camera, engraved with the words “The Perfect Gift” on one side of the IMAX structure and “Love at first bite” on the other. The warm textures and handcrafted pastry lettering align seamlessly with the romcom aesthetic, creating an inviting and humorous moment for passersby.
This transformation elevates the idea of food as a love language — a theme central to the Waitrose holiday film. Inspired by Phil’s homemade gesture, the PIEMAX becomes a heartfelt reminder that for food lovers, a carefully prepared dish is more than a meal; it’s an act of connection and affection.
Turning an iconic OOH site into part of the story
MG OMD’s media strategy embraces the energy of a film premiere, treating the IMAX as a narrative character rather than a simple advertising surface. By converting the cinema into the PIEMAX, the team bridges fiction and reality, allowing audiences to step into the world of the film the moment they approach the building.
This bold placement signals a shift from traditional Christmas campaigns toward more immersive brand experiences. It captures attention instantly, standing out vividly against London’s urban landscape with its golden pastry textures, soft lighting, and festive message.
A multi-format Christmas moment
While the IMAX wrap is the centerpiece, the campaign also expands through CGI builds and social amplification, ensuring the story reaches audiences nationwide. The cohesion across mediums — film, social, and OOH — strengthens the emotional resonance, turning the PIEMAX into a cultural conversation piece rather than a single placement.
The result is a campaign that blends artistry, humor, and festive warmth, offering a fresh approach to holiday advertising that feels both cinematic and grounded in everyday emotion.
A festive message rooted in emotion
Waitrose’s Chief Customer Officer, Nathan Ansell, described the activation as a “big movie-moment launch” that reflects the romcom heart of their Christmas storytelling. His sentiment underscores the brand’s intention: to make food central not only to holiday meals but to meaningful human gestures.
By showcasing the lovingly made turkey pie on such a monumental scale, the brand reinforces the idea that small, genuine acts of care can create the biggest impact — a message that resonates deeply during the holiday season.
Final thoughts
With the “PIEMAX” takeover, Waitrose succeeds in delivering one of the year’s most joyful and cinematic OOH moments. The fusion of film, creativity, and large-format outdoor transforms a beloved London landmark into a celebration of food, love, and holiday spirit. More than just an advertisement, the PIEMAX invites the public to embrace the warmth of homemade gestures — and perhaps even try the Waitrose No.1 Festive Turkey Pie themselves this Christmas.
FAQs about this campaign
What is the Waitrose PIEMAX activation?
It’s a Christmas OOH takeover where Waitrose wraps London’s BFI IMAX with a giant turkey pie visual, temporarily renaming the site ‘PIEMAX’ to promote its festive romcom campaign ‘The Perfect Gift’.
How does the PIEMAX link to the Christmas film?
In the ad, Joe Wilkinson’s character Phil bakes a turkey pie as a romantic gesture, and the PIEMAX brings that hero pie into the real world as an oversized, cinematic centrepiece on one of London’s best-known cinema sites.
Why does this campaign stand out in OOH?
Because it treats OOH like a movie premiere moment, turning a landmark usually reserved for superhero blockbusters into a playful celebration of food, love and Christmas – with a single, iconic image doing most of the storytelling.
What role do media and social play around PIEMAX?
The IMAX wrap is supported by film-style trailers, posters and dynamic CGI builds amplified across social, extending the moment far beyond the physical site and helping the turkey pie become a conversation piece online.
What can brands learn from the Waitrose PIEMAX?
That leaning into a campaign’s cinematic world, choosing one bold OOH location and building around it with integrated media can turn a single product—in this case, a turkey pie—into a cultural and festive talking point.
Craft emotive OOH that resonates
Explore high-visibility print and OOH formats that elevate brand values and recall.
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