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Heston and Delia Hamper

Issue 16 | September 2010

Background

In 2010, Waitrose in the UK began an integrated campaign using Delia Smith and Heston Blumenthal to demonstrate the ‘shared love of food’ at the heart of the brand. Every week, Delia and Heston shared a different recipe through TV, press, direct comms and in-store.

Where better to start spreading the word about the new campaign than through the supermarket’s own online community of extremely loyal and involved food lovers called MyWaitrose. They help develop new products, blog about cooking, and have the inside track on new developments.

If the new campaign excited them, then they would help spread the word.

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