
Pinterest Predicts
delicious.
Pristine icing and perfect piping? That’s SO yesterday. In 2025, it’s all about chaos cakes…


TREND 1
Chaos Cakes
A cheesecake that looks like a wedge of cheese, a rat cake (yes, it’s a thing) and all things wacky, funny and hyper-realistic are set to be huge in 2025.

TREND 2
Pickle Fix
Tell your foodie friends… This year the oh-so-humble gherkin is about to be in absolutely everything. We’re talking pickle cakes, pickle de gallo, pickle fries and even pickle margaritas.
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Wine lovers aren’t forgotten either… We explored key wine categories and regions – sparkling, rosé and Australian.
Working closely with stakeholders and buyers across Waitrose, as well as drinks brands, we’ve become the client’s go-to agency for insider knowledge, new twists on classics, provenance stories, food pairings, facts and myth busters, and home bar must-haves.



Starting with the initial concept, we liaise with suppliers and stakeholders and then develop, design, art direct and photograph award-winning content. And we only commission trusted specialist writers to ensure the finished products tick all the commercial boxes.




























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Working with buyers and stakeholders across Waitrose & Partners, we create strong editorial showcases to supplement their weekly Waitrose Weekend offering.
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Diverse but distinct
No topic is too niche – we cover a range of customers' favourite categories


From concept to creation
Whatever a client wants to achieve, it all starts with a great concept. And we run with it, via stunning design, art direction, gold-standard photography and well-crafted copy.
We always know the right creative for the job – and work with our trusted and knowledgable subject specialists to create memorable content.