Waitrose reunites with Delia to host online cookery school

Delia Smith: teams up again with Waitrose
Delia Smith: teams up again with Waitrose

Waitrose has hooked up with Delia Smith again, just months after dropping her from its ads, to bring the TV cook's recently launched online cookery school to Waitrose TV.

The Delia Online Cookery School with Waitrose, which will feature an array of tutorials free of charge, goes live today on the Waitrose TV site and on Deliaonline.com.

The reunion comes after Marketing reported in January that Waitrose and Smith were parting ways and that the supermarket would not extend the contract when it expired in February. However, the retailer said at the time that it was extending its relationship with Heston Blumenthal, whose contract was due to end at the same time.

Waitrose brought in Smith and Blumenthal in March 2010 as part of its strategy. This week's reappointment of Smith appears to support that strategy.

Accordingly, the cookery school will add new content regularly over the course of two years. It will be supported by content from other Waitrose-affiliated chefs and food experts, who will offer tutorials on cooking basics as well advanced techniques.

The videos will be linked to 150 Delia recipes on Waitrose.com. Content will also be available on Waitrose’s YouTube channel, Pinterest and the supermarket’s Facebook page.

Rupert Thomas, Waitrose’s marketing director, said: "This wealth of new content from Delia will complement the wide range of expertise already on Waitrose TV from contributors including Blumenthal, Alan Titchmarsh and Phillip Schofield, and will continue to build our online presence as the destination for foodies or anyone looking to develop their skills."

Delia Smith added: "If you are from nine to 109 you will be able to learn anything from boiling an egg to baking a cake – I don't think you can learn in a better way."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer