The activity attempts to drive consumers into stores where Waitrose is hoping they will pick up its recipe cards and a new weekly magazine.
The celebrity chefs will appear in a 20-second ad from Sunday, which Waitrose said will have "the look of a stylish film trailer". The campaign, created by MCBD, marks the first time the duo have appeared together on TV.
The ad according to Waitrose is an "ad for the ad" itself, which rolls out on 25 March. The TV spot will take up the entire 'Coronation Street' break, three-and-a-half minutes long. It will serve as a mini cookery programme, giving tips for cooking a meat-based dish and a pudding.
Consumers will then be able to pick up recipe cards from Waitrose stores. The ad-style show will then be followed up by a series of shorter ads alongside press activity.
Waitrose is also launching two new brand publications to coincide with the celebrity chef activity. It has renamed 'Waitrose Food Illustrated' as 'Waitrose Kitchen', launching on 25 March and features the only joint interview given by Heston and Delia.
The supermarket chain has also unveiled 'Waitrose Weekend', a free magazine that will be available every Thursday from 25 March. The 16-page magazine will have a circulation of 400,000, with the first issue containing news and reviews, a recipe, and tips from Smith and Blumenthal, as well as promotional offers.
Rupert Thomas, director of marketing at Waitrose said: "We believe we have come up with an innovative and exciting formula that will get the nation cooking, experimenting and enjoying food."
Smith and Blumenthal were unveiled as brand ambassadors at the start of March, with an outdoor and press teaser campaign rolling out from 15 March.
.jpg)
.jpg)