Waitrose debuts Duchy Originals on TV

Watch the new Duchy’s Heston Blumenthal ad here.

Waitrose is launching the first ever television advertising campaign for Duchy Originals after acquiring the exclusive rights to sell the Prince of Wales’ organic food range last year.

The ad features Waitrose brand ambassador and celebrity chef Heston Blumenthal describing the 20-year history of the Duchy Originals brand and its principles of organic farming, sustainable methods, charitable donations and supporting local British producers.

The organic range, which Waitrose acquired last year is being relaunched in Waitrose stores this month with new packaging and new products.

https://www.youtube.com/watch?v=dhrwbEJqyks

Waitrose aims to encourage trial by offering a 25% off promotion.

The 60-second ad, created by MCBD, will air on ITV tonight (2 September) at 7pm.

The grocer also plans to expand the range to include more than 400 organic products made by British producers.

The TV ad will be supported by a press campaign and online activity.

Earlier this year, Waitrose promoted its head marketer Rupert Thomas, who has led a the development of essential Waitrose, the Delia and Heston campaign and Duchy Originals, to the management board.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here