Quick Answer
Waitrose launched The Gastronaut, a cinematic, space-themed brand film that reinforces its new positioning as “the home of food lovers”.
A cinematic leap for food storytelling
Waitrose has unveiled The Gastronaut, a visually ambitious, space-themed brand film that builds on the retailer’s recent move into long-form, cinematic advertising. The spot follows the success of its Christmas romcom The Perfect Gift, starring Keira Knightley, which redefined expectations for seasonal grocery advertising.
Created by Wonderhood Studios, the new film leans fully into genre storytelling—this time drawing on classic space dramas—to explore a simple but universal truth: for food lovers, good food is never optional.
A story driven by longing, not hunger
The film centers on Michael, an astronaut stranded in space, surviving on sterile, joyless food pouches. As he drifts through the emptiness of space, memories of real meals haunt him: roast dinners, wedding cheeses, prawn linguine.
Set to Aerosmith’s I Don’t Want to Miss a Thing, the contrast between lifeless space rations and emotionally charged food memories becomes increasingly dramatic. Eventually, Michael reaches a breaking point—stealing a spacecraft, dodging debris, and crash-landing back on Earth at a Waitrose store in a moment that is equal parts absurd, emotional, and triumphant.
Launching a new brand platform
The Gastronaut marks the official debut of Waitrose’s new brand positioning, “the home of food lovers.” The platform places emotional connection at the center of the brand, reframing food not as fuel, but as something deeply tied to identity, memory, and joy.
The campaign extends the theatrical ambition introduced in Waitrose’s Christmas work, which drew praise for its cinematic scale, humor, and romantic storytelling.
Food as emotion, not commodity
Creative directors Jack Croft and Stacey Bird of Wonderhood describe the idea as a heightened expression of a universal insight: food lovers experience food as something far greater than sustenance. A life without the foods people truly love, they suggest, would feel profoundly empty.
That insight is dramatized through exaggeration—traveling across space for a meal—but remains grounded in real emotional truth.
From film to public space
The campaign is supported by cinematic-style posters and out-of-home placements that echo the epic tone of the film. Directed by Tom Speers through SMUGGLER, the project also features creator @WhatWillyCook, whose prawn linguine recipe becomes the emotional trigger for Michael’s return to Earth.
The 90-second film will run in cinemas and high-impact OOH formats, supported by media from MG OMD. Additional brand touchpoints include a refreshed Your Week In Food newspaper, podcast content, and the launch of a new Food Lovers Club—ensuring the positioning is reinforced across the entire customer experience.
Why this campaign stands out
The Gastronaut reflects a growing trend among premium retailers to adopt entertainment-level storytelling traditionally associated with film studios rather than supermarkets. By committing to cinematic craft, emotional narrative, and cultural relevance, Waitrose continues to reposition itself as a brand defined by passion for food—not price promotions.
The result is a campaign that treats grocery retail as something worthy of spectacle, humor, and heart.
Summary
Waitrose continues its shift toward high-end cinematic storytelling with The Gastronaut, a space-inspired short film that humorously and emotionally captures how deeply food matters to people. Created by Wonderhood Studios, the campaign introduces Waitrose’s new brand platform while extending the blockbuster tone.
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FAQs
What is The Gastronaut campaign?
It is a cinematic brand film by Waitrose that tells a space-themed story centered on the emotional power of food.
Who created the campaign?
The film was created by Wonderhood Studios and directed by Tom Speers through SMUGGLER.
What brand platform does it introduce?
The campaign launches Waitrose’s new positioning, “the home of food lovers.”
FAQs about this campaign
What is The Gastronaut campaign?
It is a cinematic brand film by Waitrose that tells a space-themed story centered on the emotional power of food.
Who created the campaign?
The film was created by Wonderhood Studios and directed by Tom Speers through SMUGGLER.
What brand platform does it introduce?
The campaign launches Waitrose’s new positioning, “the home of food lovers.”
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