Waitrose turns to storytelling in Heston ads

Waitrose is turning to storytelling in its latest TV ads starring celebrity chef Heston Blumenthal as it looks to enhance consumers’ understanding about its food and encourage them to share recipes.

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The ad is the first of a series designed to tell the story behind Blumenthal’s recipes for the supermarket chain and Waitrose products, food and suppliers. It shows the TV chef as a child on holiday with his parents.

The trip to Provence and the food Blumenthal tasted there is said to be the inspiration behind him becoming a chef.

The TV ad, ‘The Boy and the Lamb’, breaks today (20 March) and invites consumers to go to Waitrose’s online TV channel where they can watch an hour-long cooking programme where Blumenthal explains how to make the dish.

Waitrose TV’s Easter series will be presented by comedian Sue Perkins and includes content and recipes from other chefs including Brian Turner, Masterchef winner Dhruv Baker and Waitrose Cookery School chefs.

The second phase of the campaign invites consumers to share their own stories behind food and recipes, which will later be incorporated into the campaign.

Sarah Fuller, head of Waitrose marketing communications, says: “The time is now right to evolve our communications so we can tell the huge range of stories we have about our products, our suppliers and the service that our Partners give our customers. Storytelling is a very powerful way of conveying a message. We have so many great stories about the food we sell, but this new campaign isn’t just about telling stories; it’s about sharing them too.”

The campaign also includes national press, online, social media and direct marketing to myWaitrose members.

A second TV ad will air form Sunday (24 March) and run until Good Friday.

Waitrose dropped fellow TV chef and brand ambassador Delia Smith, who previously featured alongside Blumenthal, last year.

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