UK: Delia Smith to promote Twinings’ decaf tea

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.

September 25, 2002

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.”