UK celebrity chef Delia Smith has hooked up with Twinings Tea to promote the company's Decaffeinated Traditional English tea.

The brand will be advertised on Smith's website (www.deliaonline.com) for a month, as well as being promoted in her fortnightly email newsletter, which goes out to some 75,000 consumers.

Nick Downes, commercial director of Delia Online, told Revolution: "Research has shown that 93% of users think products advertised on the site are endorsed by Delia. For FMCG brands, this offers a low-risk means of using online advertising."