Waitrose's food is so good that people just can't wait to get to it, in this year's holiday campaign for the John Lewis-owned U.K. grocer.

Agency Adam&Eve/DDB created a couple of light-hearted TV and cinema spots, in which people are hilariously impatient to get to the goodies. In one, seen here, a Christmas choir pianist races ridiculously fast through "Jingle Bells" after the organizer makes the mistake of announcing there are chocolate and cherry mince pies to eat after the concert. Another scenario sees a couple about to kiss tentatively under the mistletoe, when the woman hears the turkey's ready and rushes off to the next room leaving the man dangling.  The spots were directed by James Rouse at Outsider.

To launch the campaign, Waitrose also has a media tie-in on broadcaster ITV.  ITV will run a number of teasers for the campaign, during which  the continuity announcer will become distracted by the food before remembering to announce the next show. Viewers will then see other TV ads fast forwarded until they get to the Waitrose ad as it airs for the first time during "Coronation Street." The ITV partnership was conceived and brokered by media agency Manning Gottlieb OMD.

Further ads will break throughout the season, and other activity includes contextual ads on Channel 4's All4 catch-up TV channel suggesting "time for a mince pie" when shows are paused by the viewer.

It's fun stuff from Adam&Eve/DDB, but you'll have to be patient if you're wondering what the agency's John Lewis ad has to offer this year. The spot, rumored to feature Elton John, won't be out until the end of next week.