Campaign of the week: Waitrose, The young Heston Blumenthal

The introduction of young Heston lends a focus to the hot cross bun product

Waitrose’s partnership with Heston Blumenthal has helped elevate the retailer beyond the common grocery shop, prompting customers to associate the grocer with experimental and unusual food.

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.