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ADVERTISING CAMPAIGNS

Waitrose ‘Christmas Cake’ advert

Agency: MCBD 

Client: Waitrose

Waitrose has launched an innovative new Christmas campaign featuring Delia Smith and Heston Blumenthal in a series of mockumentary style ads leading up to the big day.

The campaign, ‘Everyone’s recipe for a great Christmas’ sees Britain’s ‘best-loved cook’ and the ‘Country’s top chef’ demonstrate elements of the traditional Christmas meal as well as party food with a modern twist for the festive season.

The sequence of six spots starts with Delia demonstrating how to make her classic Christmas cake, traditionally made at least six weeks prior to Christmas day.

The media plan mirrors the Christmas meal preparation plan, and also promotes Waitrose’s take-up of digital technology with a scene featuring a young woman with her Christmas shopping on the bus watching Delia’s recipe on her iPhone.

During the ad, another woman watches Delia on TV while her husband decorates the Christmas tree, a Christmas tree salesman watches the recipe on a portable TV and a little girl follows the recipe with her dad who stirs the mixture. Throughout the campaign, the ads return to these characters in various stages of Christmas preparation.

The TV ads will be supported by press and online advertising offering up to 50% off seasonal food and drink.

The Christmas campaign forms part of Waitrose’s extremely successful integrated campaign, ‘The Recipe for Great Food’, starring Delia and Heston who have reassured and inspired customers to cook throughout 2010, and have shared with the public Waitrose’s love of food with the public.

Christmas is a time when reassurance and inspiration are even more relevant, and in this campaign Delia and Heston inspire the nation with ideas to make Christmas really special. In true Waitrose style, the ad also delves into homes around Britain, showing scenes of Christmas preparation.

All titles on the TV ads will be in the style of this year’s point-of-sale design – ornate, colourful embellished lettering – which will feature in-store and on-pack.

AJR
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