Waitrose has bagged its first-ever celebrity advertising endorsements, with Delia Smith and Heston Blumenthal coming together for the first time to be part of Waitrose’s campaign on TV, press and online.
Smith and Blumenthal will act as “food ambassadors” for the Waitrose brand - working on inspiring cooks, sharing their expertise and showcasing recipes, while offering tips and championing individual ingredients.
The campaign will debut towards the end of March and is the first-ever personality-fronted ad campaign from Waitrose.
Waitrose plans to feature the celebrities visiting suppliers or farmers, as well as demonstrating cooking recipes.
Many of the adverts will, in effect, be mini cooking programmes, with either one or both of the cooks demonstrating a new recipe.
Rupert Thomas, Waitrose director of marketing, said: "To have Britain's best-loved cook and Britain's most innovative chef on board is phenomenal.
"Delia and Heston embody the Waitrose passion for food and, with them, we aim to get the nation cooking, experimenting and enjoying food."
Smith said: “After many years of communicating recipes I am delighted that now everyone who follows them will be absolutely certain of being able to find all the ingredients.”
Blumenthal said: “I am very excited about my relationship with Waitrose, which shares my love of great food and drink - I’m looking forward to working with them and their exceptional group of farmers and producers. I’m also excited about sharing some great practical tips, ideas and recipes with the home cook, to encourage us all to get the best out of our ingredients, and hopefully add some fun and excitement to the weekly shop.”
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