Waitrose has hired celebrity chefs Delia Smith and Heston Blumenthal to act as food ambassadors for the brand.

The two food icons will star in the grocer’s new Waitrose advertising campaign, breaking on March 15. The move is the first-ever personality-fronted ad campaign from Waitrose.

The duo will share expertise and showcase recipes, also offering tips and championing individual ingredients.

“To have Britain’s best-loved cook and Britain’s most innovative chef on board is phenomenal,” said Rupert Thomas, Waitrose director of marketing. “Delia and Heston embody the Waitrose passion for food and, with them, we aim to get the nation cooking, experimenting and enjoying food.”