By The Drum Team | Editorial

May 13, 2011 | 1 min read

Heston Blumenthal and Delia Smith are fronting a new Waitrose campaign pushing British produce, with a 60-second TV ad debuting tonight.

The Championing British campaign sees Blumenthal visit an asparagus grower in West Sussex, highlighting British seasonal produce and promoting the retailer’s cut prices on ingredients for his asparagus egg dippers with smoked salmon recipe.

Waitrose expects sales of British asparagus to double in the coming weeks, while it has ordered in more than 30 weeks’ worth of tea-smoked lapsang souchong Scottish salmon.

Subsequent weeks will see Delia Smith promote rhubarb, radishes and watercress.

Marketing director Rupert Thomas said of the campaign: “Our new in-store signage, adverts and recipes all have a quintessentially British feel and are designed to help customers enjoy quality, seasonal produce at home.”

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