Food icons Delia Smith and Heston Blumenthal have signed with Waitrose for a new advertising campaign.
The ads, which will appear on television, in the press and online, will see the celebrity chefs act as food ambassadors for the up-market supermarket, inspiring cooks, sharing their expertise, showcasing recipes and championing individual ingredients.
The campaign will break towards the end of this month, and is the first-ever personality-fronted ad campaign from Waitrose.
“To have Britain’s best-loved cook and Britain’s most innovative chef on board is phenomenal,” said Waitrose director of marketing Rupert Thomas.
He added that, with them, the supermarket aimed “to get the nation cooking, experimenting and enjoying food”.