Waitrose has unveiled its latest brand campaign, The Gastronaut, a bold, cinematic sci-fi inspired story that positions the supermarket as “the home of food lovers.” Following the success of its festive rom-com The Perfect Gift, the retailer once again leans into film culture — this time swapping mistletoe for the cosmos.
The campaign centres on the idea that for true food lovers, food is never just fuel. It’s memory, pleasure and identity — something worth travelling any distance for, even across space.
A Sci-Fi Love Letter to Food Lovers
Created by Wonderhood Studios, The Gastronaut takes inspiration from classic science-fiction cinema. The cinematic advert follows astronaut Michael as he floats through space, surviving on bland, functional food pouches while yearning for something far more meaningful.
As his frustration builds, Michael makes a dramatic decision to abandon his mission and head back to Earth. During his descent, he’s flooded with food-focused memories — from a comforting family roast to the cheese served at his wedding — before finally returning home to Waitrose for the dish he craves most: prawn linguine.
The message is clear: for food lovers, food is emotional, personal and deeply rooted in life’s most important moments.
Food vs Fuel — And Why Waitrose Is Taking a Stand
At the heart of the campaign is the ongoing food versus fuel debate. The Gastronaut dramatizes the struggle of living in a world where food is treated as purely functional — a sharp contrast to Waitrose’s belief that food should be celebrated, savoured and obsessed over.
The campaign positions Waitrose as a “spiritual home” for food lovers — people who will go to extraordinary lengths for quality, ethically sourced ingredients and unforgettable meals.
Aerosmith Soundtracks the Journey Home
Adding to the emotional weight of the advert is Aerosmith’s iconic power ballad “I Don’t Want to Miss a Thing” — used in UK advertising for the very first time. The song perfectly underscores the campaign’s themes of longing, love and connection, amplifying the sense that food has the power to bring us home.
A World-First: Sending a Supermarket Ad Into Space
In a tongue-in-cheek world-first, Waitrose will also “send” the advert into space, working with a specialist partner to transmit the film beyond Earth. It’s a playful nod to the idea that no journey is too far when there’s great food waiting at home.
The Home of Food Lovers Platform Officially Launches
Directed by Tom Speers through SMUGGLER, and created by Tad Buxton and India Penny, The Gastronaut officially launches Waitrose’s new long-term brand platform: The Home of Food Lovers.
The platform spotlights the retailer’s commitment to quality, ethical sourcing and industry-leading animal welfare standards — reinforcing Waitrose’s position as a supermarket built around genuine food obsession.
Learn more at Waitrose.com
Influencers, Content Creators and Prawn Linguine
Food creator @WhatWillyCook also features in the campaign. As Michael drifts through space dreaming of real food, he watches one of Willy’s cooking videos showcasing tomato chilli & prawn linguine — the very dish that inspires his return to Earth.
The full recipe is available on the Waitrose website.
Beyond Advertising: A Full Cultural Reset
The Gastronaut marks more than just a new advert. The campaign coincides with the relaunch of Waitrose Weekend as Your Week In Food, landing in-store every Wednesday from 4 February 2026. The refreshed publication focuses on everyday food moments, recipes, trends and expert insight.
Meanwhile, the Dish podcast moves to weekly episodes, and My Waitrose evolves into a dedicated Food Lovers Club, reinforcing the brand’s food-first identity across every touchpoint.
Where You’ll See the Campaign
Running across TV, BVOD, SVOD, cinema, social media and large-scale out-of-home, The Gastronaut is supported by an extensive PR, influencer and in-store programme designed to spark conversation among food lovers across the UK.
As supermarkets increasingly compete on convenience, Waitrose is making a clear statement: for food lovers, convenience will never beat connection.
