Delia and Heston - sales up 700%
Waitrose has a great advertising campaign running at the moment featuring receipes from Heston Blumenthal and Delia Smith.
Waitrose has a great advertising campaign running at the moment featuring receipes from Heston Blumenthal and Delia Smith.
The TV ads show Heston and Delia making the recipe of the week, and you can go online to see the full version of the recipe – these are brilliantly edited so you can see exactly how to make each dish. There are also recipe cards in shops and each week, special offers on the ingredients for that week’s recipe.
The campaign has been a fantastic success. How did Heston’s Tagliata recipe, impact on May bank holiday sales? “Sirloin steak sales increased by more than 900%, rump steak by more than 550% and rocket by more than 700%,” says the manager of Waitrose Cheltnham, where chef.co.uk is based.”Each weekend we see a surge in demand for the ingredients that were featured the Thursday before. Sales uptake seems to keep growing with every new tip, recipe card and advertisement fronted by Delia and Heston.
“It’s incredible to witness.”
