Waitrose sends spokesperson Delia to the stock pot

Yikes! Upmarket UK grocer Waitrose (presumably with some advice from newish agency BBH) has decided to dispense with the services of spokesperson celebrity chef (well, cook) Delia Smith, citing Delia’s busy schedule.

This is akin to the Royal Family having Prince Philip put down.

Waitrose, which decided not to do a proper ad at Christmas, preferring to donate to charity, is keeping on real celebrity chef Heston Blumenthal, owner of the Michelin-starred Fat Duck restaurant whose last TV series saw him making giant sausage rolls and stuff.

Waitrose obviously feels that Delia (who made her reputation on TV back in the 1970s) is a bit old hat these days. She always seemed an odd pairing with the wacky and uber-trendy Blumenthal and, while Waitrose counters groan under the weight of Heston’s this and that, Delia specialities are thin on the ground (possibly non-existent).

Still, it’s a shame the old bird has been consigned to the pot. Maybe Tesco will sign her up.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.