Waitrose launches new TV ad featuring Heston Blumenthal
The ad, which also promotes a two-week half price offer on all Waitrose ice cream tubs, shows Blumenthal watching a film in a cinema, wearing 3D glasses, when suddenly the meteors on screen turn into popcorn floating in the universe. The focus then shifts to Blumenthal creating a tub of his Salted Caramel Popcorn Ice Cream.
Waitrose marketing director, Rupert Thomas, said: “The quirky feel we’ve created is a departure from our usual style of advertising - the focus is on fun, as after all this is what eating ice cream should be all about. By show casing Heston from Waitrose ice cream as the star product for the campaign, we want to show viewers that everyone can have that little bit of Heston magic at home.”
The TV ad will be on air until 28 July and will be supported by a half page double page spread press ad in key titles from 17 July, as well as online ads on sites such as the Daily Telegraph and Radio Times.
The campaign was created with creative advertising agency BBH.
The news comes as Waitrose announced that the current spell of hot weather has resulted in the supermarket’s highest frozen food sales on record in a normal trading week, with total frozen food sales rising by 34%.
Waitrose frozen food buying manager, Michael Simpson-Jones said: "The frozen aisle has suddenly become one of the most popular places to chill out as shoppers try and cool down in the face of scorching temperatures outside.
"Some of the appeal is clearly down to the colossal demands for ice creams and lollies. But with average temperatures this week nearing 30 degrees, our freezer aisles have also become a popular place for shoppers to keep their cool."
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