There was always a sense that Waitrose was hedging its bets by signing up Britain’s leading gastronomic experimentalist, Heston Blumenthal, as well as our best-loved traditional cook, Delia Smith, to promote its food and drinks ranges. Now, after three years, the unlikely partnership has come to an end, with the announcement that Delia’s contract will finish “by mutual consent”, while Heston will continue as the face of the upmarket supermarket chain in its TV ad campaigns.
Delia’s comforting home-style creations – such as cottage pie with cheese-crusted leeks – have featured in Waitrose campaigns since 2010, alongside Heston’s more cutting-edge concoctions, including his Hidden Sauce Figgy Pudding and Christmas Cake, which Waitrose says were among its top-sellers during the festive season.
Waitrose marketing director Rupert Thomas said of the decision: “It has been such a fantastic experience working together and we have been really appreciative of the work Delia has done with Waitrose.
“Delia has other projects and commitments coming up in 2013 and so, by mutual agreement, her contract will finish in February 2013.
“Heston will continue to work with Waitrose and his contract has been renewed from February 2013.”