4 December 2012 - 10:17am | posted by | 0 comments

Waitrose rumoured to be dropping Delia Smith and Heston Blumenthal from campaigns

Delia Smith and Heston Blumenthal: set to be dropped by Waitrose?Delia Smith and Heston Blumenthal: set to be dropped by Waitrose?

It has been suggested that Waitrose is considering dropping Delia Smith and Heston Blumenthal when their multi-million pound three-year contracts come to an end.

The pair were the only celebrities to be used in a supermarket Christmas advert this year, with Tesco, Morrisons and Asda choosing instead to portray ‘regular’ family Christmases.

A recent survey by Netmums found that only four per cent of those surveyed thought that the use of celebrities was a factor in making a perfect Christmas ad.

An insider told the Daily Star that the firm wanted to move away from celebrity endorsements and make the food the focus.

The source said: “Heston and Delia have done a ­brilliant job for Waitrose and they have really raised its profile across the UK.

“But there was a feeling that future ad campaigns should focus more on the quality of the food available and not on the celebrities.”

When asked by The Drum, Waitrose failed to deny the reports.

Don't miss out... Get your Advertising news by email

See all specialist newsletters

6 related companies from Profile Hub, The Drum's modern marketing directory:

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

BWP gets colourful with K3

18/09/2014
K3 approached BWP Group to help them design and build a...

dlc - Responsive website

17/09/2014
dlc is the UK’s leading, independent debt recovery firm,...

Ecommerce Solution for B2B and B2C Retailer

16/09/2014
Talking Tables provides high quality party decorations for...

Peak Scientific Innovation - Brand Communications for US Market

16/09/2014
Peak Scientific is a leading Scottish gas generator...

Messages in the Deep

16/09/2014
“Messages in the Deep” tells the remarkable tale of the...