Delia Smith is parting company with Waitrose next month after a three-year advertising partnership with the up-market supermarket.
Television’s culinary celebrity was signed up by the retailer in March 2010, alongside chef Heston Blumenthal.
Waitrose said Delia had “other major projects and commitments coming up in 2013 and so, by mutual agreement, her contract will finish in February 2013”.
Over the last three years, Delia has featured in numerous Waitrose television advertisements showcasing seasonal ingredients, trusted advice and inspirational recipes, which have also featured on waitrose.com and free in-store recipe cards. In addition, hero products showcased by Delia have been part of the many offers available each month at the supermarket.
Waitrose marketing director Rupert Thomas said: “It ‘s been such a fantastic experience working together and we’ve been really appreciative of the work Delia has done with Waitrose. We remain on very good terms and will be continuing to work closely with her until the end of February.”
Meanwhile, Heston – who was keynote speaker at last year’s Housewares Conference & Innovation Awards – will continue to work with Waitrose, his contract having been renewed from February 2013.