Heston Blumenthal and Delia Smith are back for a new Waitrose campaign pushing British produce.

The Championing British campaign begins with a 60-second TV advert airing tonight featuring Blumenthal visiting an asparagus grower in West Sussex.

The retailer will slash a third off the price of ingredients for the celebrity chef’s asparagus egg dippers with smoked salmon recipe, which be will promoted in TV and press ads. The spotlight will also be on seasonal products and recipes in its customer publications.

Waitrose said it expected sales of British asparagus to double over the next seven days. It has ordered in more than 30 weeks’ worth of Heston’s tea smoked lapsang souchong Scottish salmon, cutting a third off the usual price until May 18.

Delia Smith is set to promote a variety of British produce in the coming weeks of the campaign, with Waitrose having this week introduced British rhubarb, radishes and watercress at its stores this week.

“Our new in-store signage, adverts and recipes all have a quintessentially British feel and are designed to help customers enjoy quality, seasonal produce at home,” he said.

Waitrose already sells only British beef, pork, chicken and milk.

Read more
Top 100 Advertisers 2011: The war for our wallets (19 March 2011)
Retailers overtake fmcg in advertising firepower (18 March 2011)
ASA bans Delia Smith’s Christmas cake ad (three months late) (2 March 2011)