Waitrose is to split its celebrity chef advertising duo by parting company with Delia Smith but keeping Heston Blumenthal in its marketing campaigns.
The upmarket grocer first brought the pair together in 2010 but will not renew Smith’s contract when it expires in February.
Blumenthal’s contract, due to expire at the same time, will be extended.
The news comes just weeks after the conclusion of Waitrose’s Christmas campaign in which it spurned a lavish TV advert to donate the money saved to charity. Both Smith and Blumenthal waived their fees for the ad which the retailer said helped provide an extra £1m for local charities.
Waitrose said the partnership with Smith ends by ‘mutual agreement’ due to the celebrity chef’s other commitments in 2013.
Last Thursday, Waitrose launched a new advert for its Brand Price Match promotion which featured neither chef.
Waitrose marketing director Rupert Thomas 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.”