Waitrose leaves Delia Smith on the shelf

Delia SmithUpmarket supermarket Waitrose announced this week that is it to end it’s marketing relationship with Delia Smith.

Known to millions of us as just Delia (pictured on the cover of one of her earliest cookery books), she has fronted several press and TV advertising campaigns for Waitrose since March 2010. While her contract with Waitrose ends next month, her celebrity chef sidekick in the adverts, Heston Blumenthal, is being retained.

Commenting upon the tie-up with Delia, Rupert Thomas, Waitrose Marketing Director said: “It has been such a fantastic experience working together and we have been really appreciative of the work Delia has done with Waitrose. We remain on very good terms and will be continuing to work closely with her until the end of February.”

I wonder if the marketing exec’s for Waitrose feel that Delia doesn’t relate to younger home cooks? While perhaps she doesn’t have the street cred of say┬áBlumenthal, the passion of Gordon Ramsay or the seemingly global appeal of Jamie Oliver, her no-nonsense and easy-to-follow recipes must still have a place in most kitchens.

We’ve got an update version of the book pictured, though it’s still about 15 or so years old, and we still use on a regular basis. The birthday cake that I made last month is based on Delia sponge recipe and it is really easy to do. On Christmas Day her book was in use again …the timings for cooking the turkey! I can’t see ditching Delia any time soon to be honest.

How about you …do you think Delia deserves to be left on the shelf? Have your say in the comments below.

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