Upmarket grocer Waitrose has unveiled a new Christmas advertising campaign which sees celebrity chefs Delia Smith and Henston Blumenthal reunited on screen.
The 90-second ad, which debuted on Saturday night during the X Factor, sees the duo invite viewers to “serve up a little magic this Christmas” as part of a teaser for the ‘Waitrose School of Magic’ campaign, offering previews of what the supermarket has in store over the festive season.
Bestseller Delia’s Christmas Cake Prepared Ingredients Box is on show being used by Smith as she prepares her original classic , before viewers are shown a classroom where Blumenthal appears to be conducting a science experiment.
In fact, the top chef is hidden behind smoke and dry ice before showcasing his popular offering, Waitrose mince pies. He then shows off his Christmas showpiece, the Heston from Waitrose Black Forest Buche, before the camera returns to Smith who creates a Delia’s Spiced Cranberry and Orange Relish using the new Prepared Ingredients Pack.
Last week, the grocer reported a 7.5 per cent sales increase in the week ending October 29th 2011 compared to the same period last year, as shoppers rushed to make seasonal purchases ahead of Halloween and bonfire night celebrations.
Endorsements from celebrity chefs have improved sales for the supermarket over the last few weeks, as preparations for Christmas remain a primary focus for the group.
Rupert Thomas, Marketing Director at Waitrose, commented: “Christmas is full of tradition, rituals and magic. Delia and Heston show us how we can all add that extra special sparkling touch of magic to our Christmas celebrations this year.”