Waitrose sales figures are climbing on what is being dubbed the Delia-and-Heston effect. Although the Delia-effect has become well known in retailing circles in reference to her ability to send shoppers stampeding for products required for her recipes, Waitrose is finding her partnership in TV advertising with Heston Blumenthal is boosting its fortunes and increasing demand for key produce lines.
Total weekly sales figures at the up-market grocer last week were up by 9.8 per cent on a year ago as shoppers are continuing to try out the pair’s new recipes. A spokeswoman said: “The rhubarb trend has continued, not quite at level when the campaign launched in March, but sales are still strong - up by 23 per cent on last year. And sales of lemons have been strong as Heston uses them in his tagliata with rocket and parmesan salad that ran two weeks ago.”
And in the first four days since the airing of Delia’s asparagus with nearly-hollandaise pushed up sales of British asparagus 67 per cent year on year.
Jersey Royal, fresh rosemary and shallot sales are all receiving a boost this week with Heston’s recipe for crushed Jersey Royal potatoes.
The Waitrose spokeswoman said: “We were confident this campaign would catch the imagination of our customers as their recipes are so accessible. The news recipes come out on Thursday evenings in time for weekend shopping and we increase our supplies of key products accordingly.”
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