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Get your free copy16 May 2011, 19:53 PM
- Waitrose has taken inspiration from small local retailers by launching a new campaign to highlight seasonal British fare
The ‘Championing British’ campaign began with a 60-second TV advert, which aired last Thursday, featuring celebrity chef Heston Blumenthal visiting an asparagus grower in West Sussex during harvesting.
The high-end supermarket will slash a third off the price of the ingredients used to make Mr Blumenthal’s asparagus egg dippers with smoked salmon recipe, which will be heavily promoted via TV and print media.
During the promotion, which runs until May 18th, Waitrose expects to sell twice as much British asparagus as in a normal week. The store has also ordered-in over 30 weeks worth of Heston’s tea smoked lapsang souchong Scottish salmon, in preparation for the heightened demand.
“What better time to champion the fantastic produce our country has to offer than when it’s at its peak freshness and bursting with flavour,” says Rupert Thomas, Waitrose marketing director.
“Not only does it taste great, but sourcing from closer to home helps provide vital economic security to British farmers and growers and reduces our environmental impact. Our new in-store signage, adverts and recipes all have a quintessentially British feel and are designed to help customers enjoy quality, seasonal produce at home,” he adds.
The coming weeks of the campaign will see a selection of British produce promoted by Waitrose’s other celebrity figurehead, Delia Smith.
