Matthew Macfadyen cracks Waitrose’s case of the Christmas pudding pincher

To date, the campaign has amassed over 150 million views across social, TV and digital channels. Supported by a series of polls on the retailer’s online channels, customers ranked Fig the Cat as the top suspect, followed closely by Gamma and May, with the least suspicious being the devoted cook, Steve.

The mystery is finally solved: it was Steve who orchestrated the daring dessert heist! The cunning mastermind stashed the red velvet treat in the gingerbread house, hidden in plain sight, only to be discovered mid-bite in the family garden shed, (almost) savoring his sweet victory.

Dustin Demri-Burns, who plays food lover Steve commented: “I can fully empathise with Steve and his pud-thieving ways. The pressure of making Christmas wonderful can get to us all - sometimes we just want to eat our pudding in the shed and that’s ok.”

Joe Wilkinson, who plays the part of Uncle Phil, added: “I’ve been getting accused left right and centre so I’m glad the public now knows that it WASN’T ME.”

The culprit is being revealed during the Great British Bake Off on Channel 4 and on ITV’s I’m a Celebrity Get Me Out of Here.

Franki Goodwin, chief creative officer at Saatchi & Saatchi said: “It's been especially fun to watch as all the other brilliant pieces of this campaign have come to life – from the partner T-shirts in stores to the celebrity sleuths, with all of our alibi content being as richly enjoyed as the main ad. So here it is… the big reveal!”