Tesco has seen a considerable boost in sales of rhubarb due to an expensive campaign highlighting the product - from fellow supermarket Waitrose.
The retail giant reported that its sales had doubled since the launch of the multi-million pound marketing campaign from Waitrose featuring cook Delia Smith and chef Heston Blumenthal using the product.
During the TV advert, which lasts a full advert break, Smith demonstrates how to make rhubarb crumble using produce that is currently half price in Waitrose stores.
In a statement, Tesco thanked Waitrose’s "advertising gurus" for an increase in rhubarb demand.
Tesco rhubarb buyer David Croxson said: "We'd like to thank Waitrose for boosting our sales. We're delighted that so many people have chosen to take advantage of the great-quality rhubarb available at our stores.”
A spokesman for Waitrose said the “Delia effect” was as powerful as ever, with the retailer saying it had sold 14 weeks' worth of rhubarb in the four days after the ad's first airing.
The campaign will continue with a series of weekly TV advertisements over the coming months featuring a new recipe each time. The recipes will be backed up with press ads, recipe details online, in-store and in the new free guide to the weekend weekly publication, Waitrose Weekend.
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