Delia Smith and Heston Blumenthal have been unveiled as the new faces of Waitrose.
Waitrose said the capture of the culinary icons as “food ambassadors” would help position it as “the cooks’ supermarket”.
They will front a new advertising push that begins later this month on television, in print and online – the first time Waitrose has used celebrities to promote its food.
“To have Britain's best-loved cook and Britain's most innovative chef onboard is phenomenal,” said Waitrose marketing chief Rupert Thomas.
“Delia and Heston embody the Waitrose passion for food and, with them, we aim to get the nation cooking, experimenting and enjoying food.”
Smith, whose legendary career spans four decades in print and on television, added: “After many years of communicating recipes… now everyone who follows them will be absolutely certain of being able to find all the ingredients.”
Blumenthal said he was “excited about sharing great practical tips, ideas and recipes with the home cook, to encourage us all to get the best out of our ingredients and add some fun and excitement to the weekly shop”.
Smith is married to the former editor of Sainsbury’s magazine, Michael Wynn-Jones.
Waitrose sets Christmas pace with 9% sales hike (5 January 2010)
Delia’s Christmas gift to fine food suppliers (17 October 2009)
Hot Topic: The unlikely success of Heston and Little Chef (27 June 2009)
Delia is true to British lamb, website claims (20 June 2009)
Will the double capture help Waitrose broaden its appeal? What do you make of the change in strategy? Click 'Post comment' to have your say.