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ADVERTISING CAMPAIGNS

Editor’s Pick. Waitrose ‘Recipe For Great Food’ advert

Agency: MCBD

Client: Waitrose

Crowned Britain’s ‘best-loved cook’, Delia Smith and the ‘Country’s top chef’, Heston Blumenthal, have come together for the first time on screen for a new advertising campaign for Waitrose.
 
The ad by MCBD, ‘The Recipe For Great Food’, is 3.5 minutes long and takes the form of a mini cookery programme using the UK’s best seasonal ingredients.

During the documentary style ad, the first of its kind done by a UK supermarket, Heston tells the story of a delicious meat-based dish and gives tips for cooking perfection. Delia then takes over in her classic, much-loved style to demonstrate how to cook a mouth-watering rhubarb pudding.

Customers are encouraged to pick up a recipe card for the dish Delia demonstrated on TV at their local Waitrose, where there will also be special offers on key ingredients.

A sneak preview of this ad broke in the style of a film trailer. MCBD have also created a series of shorter TV ads and press ads to help families busy in the kitchen over the weekends.

To coincide with the new campaign, Waitrose is launching a new weekly customer magazine, ‘Waitrose Weekend’, which will be free in store every Thursday, from today. It will provide an essential guide on what to do, watch, eat, cook, read, buy and visit at the weekends.  The first issue will include a recipe and tips from Delia and Heston. Waitrose Food Illustrated, has been relaunched as ‘Waitrose Kitchen’.

AJR
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