Waitrose sticks with Smith and Blumental for Christmas push

Waitrose: Delia and Heston Christmas campaign launches tonight
Waitrose: Delia and Heston Christmas campaign launches tonight

Waitrose is to extend its successful marketing campaign featuring brand ambassadors Delia Smith and Heston Blumental in a series of instructional Christmas ads from tonight (11 November).

 As part of the promotional schedule, the two chefs will take centre stage in a television campaign created by independent agency MCBD.

The first ad breaks today during the middle advertising break of ITV1’s ‘Coronation Street’ and runs with the strapline "Everyone’s recipe for a great Christmas" and includes Smith and Blumenthal’s tips for the traditional Christmas meal, as well as party food with a "modern twist for the festive season".

It is split into two parts, one featuring Smith, who concentrates on baking, while Blumental prepares the treats. The duo has represented the supermarket since March this year.

The sequence of six 60-second spots starts with Smith demonstrating how to make her classic Christmas cake, which is traditionally made at least six weeks prior to Christmas Day.

As part of its Christmas promotion, the high-end supermarket is set to market the recipe to its customers and has created a "prepared ingredients pack" that will include all the ingredients to help shoppers bake the Christmas cake, which is based on a 40-year old recipe.

The Blumental spot includes the preparation of the chef’s hidden orange Christmas pudding, which includes a whole orange in the centre of the dessert.

The television ads will be supported by press and online advertising offering up to 50% off seasonal food and drink, with media planning and buying through Manning Gottlieb OMD.

As part of its festive offers, Waitrose is running a half-price promotion on mince pies, port and cream, promoted through press ads and in-store promotion

The Christmas campaign is the next stage of Waitrose’s integrated campaign, "The Recipe for Great Food", starring the two diametrically opposite chefs.

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