Blog: An unlikely pair at Waitrose
Michelle Russell | 3 March 2010
Waitrose this morning (3 March) announced what it described as “a dream alliance” set to be the “envy of the food retail world”.
Celebrity chefs Delia Smith and Heston Blumenthal are set to become food ambassadors for the UK upmarket retailer.
Great news for Waitrose and no doubt a pricey signing, but for the consumer, it may send a rather mixed message.
As the undisputed queen of TV cookery, Delia Smith is a fair choice, no question. Her image has always been quite mumsy, a woman known for her straightforward, fail-safe recipes and her squeaky-clean persona.
Bring in scientific, experimental and off-the-wall chef Heston Blumenthal though and one wonders where Waitrose is going with this.
Owner of The Fat Duck, a three-star Michelin restaurant, there’s no doubt Blumenthal is an accomplished and extremely talented chef (I won’t mention the Little Chef) but, alongside Delia, it's a struggle to see who Waitrose is targeting.
The release says little about what we can expect from the duo, other than sharing their expertise, showcasing recipes and offering tips.
There’s no doubt that celebrity endorsement can work if matched with the right brand. Jamie Oliver is a testament to that with his work for Sainsbury’s.
But a chef such as Nigella Lawson would have been a more appropriate choice, the 'domestic goddess' known for her polished TV persona.
I could be wrong, but let’s see what they come up with.
Hain Celestial, under the scrutiny of the investment community in recent months and facing some challenges in its domestic market, has announced another shuffling of its management pack....
FrieslandCampina, which today served up higher profits but lower sales for 2016, is ready to offload the last non-dairy business owned by the Dutch cooperative giant....
To follow on from our earlier notice and after some hard work from our technical team, just-food is back live after today's power outage....
Much of the UK has felt the impact of Storm Doris today - and just-food's head office has been no exception....
- General Mills sales woes continue - analysis
- Why personalisation will take-off in US food
- Comment: Meal kits in US - don't believe the hype
- US food next wave on display at Winter Fancy Food
- Column: Kraft Heinz, Unilever and sustainability
- Unilever 'lining up spreads sale'
- UK own-label firm Park Cakes sold in MBO
- Kraft Heinz cuts jobs in US, Canada
- Immigration crackdown "risk" for US dairy industry
- BRF plant suspended amid bribery allegations