Joe Wilkinson Has An Embarrassing Waitrose Story After Starring In Festive Ad

Joe Wilkinson as Phil in Waitrose's latest Christmas ad campaignJoe Wilkinson has admitted he’s planning on giving Waitrose a wide berth for the rest of the festive season.Earlier this month, the Celebrity Traitors star was unveiled as the star of the retailer’s new Christmas advert, which takes the form of a miniature rom-com, featuring an appearance from Love Actually’s own Keira Knightley.Waitrose’s ad has proved to be many viewers’ favourite festive campaign of 2025, racking up more than 800,000 views on YouTube alone since it premiered.During Monday’s edition of Lorraine, the host asked Joe if he can still “go into your local Waitrose now without being absolutely mobbed”.To this, he pointed out that Waitrose has put up “big old posters” celebrating his and Keira’s ad, admitting: “I went in one, and I felt like [it looked like] I’d gone in to be seen. So I thought, ‘do you know what? I’ll buy a couple of bits and I’m out’. [I’ll] do it online.”Joe and Keira’s ad tells a short Christmas love story, with a few homages to Love Actually thrown in for good measure, ending in them sharing a kiss.Elsewhere in his Lorraine interview, Joe said he was approached about appearing in Waitrose’s Christmas campaign over the summer, but joked that the kiss was “kept quiet” from Keira “until the day of, so she couldn’t back out”.Joe previously joked when the ad debuted: “As you can imagine, it was tough having to eat the delicious Waitrose food and falling in love with Keira, but I just got on with it, like the trooper I am!”Keira added at the time: “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!“I adored working on this silly, fun and delicious film with Joe and I hope those watching it fall in love too.”Watch the ad for yourself below:READ MORE:Feeling Christmassy Yet? All Of This Year's Must-See Festive AdsJoe Wilkinson Makes 'Weird' Admission About Keira Knightley Kiss In Waitrose AdJoe Marler's Reaction To Joe Wilkinson's Christmas Ad Is Our New Favourite Thing

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