Press releases

Heston features in new Waitrose ice cream ad campaign

Wednesday 17 July 2013

Heston Blumenthal will feature in a new Waitrose TV advert which airs for the first time tonight (17 July), to promote his unique Heston from Waitrose ice cream and the launch of a two-week half price offer on all Waitrose ice cream tubs.

The ad shows Heston watching a film in a cinema, wearing 3D glasses, when suddenly the meteors on screen turn into popcorn floating in the universe. The ad then shows Heston creating a tub of his Salted Caramel Popcorn Ice Cream.  

A passion for the movies was the inspiration for Heston's ice cream, which contains popcorn and salted caramel chunks and is part of the hugely popular Heston from Waitrose range featuring exclusive products created for the supermarket with the chef's trademark twists.

Waitrose Marketing Director, Rupert Thomas, said: 'The quirky feel we've created is a departure from our usual style of advertising - the focus is on fun, as after all this is what eating ice cream should be all about. By show casing Heston from Waitrose ice cream as the star product for the campaign, we want to show viewers that everyone can have that little bit of Heston magic at home.'

The ad will be on air until 28 July, appearing for the first time tonight at 7.15pm during the Emmerdale break on ITV and the CSI: New York break on 5USA.

The TV ad will be accompanied by a half page double page spread press ad in key titles from 17 July, as well as online ads on key sites including the Daily Telegraph and Radio Times.

The campaign was created with creative advertising agency BBH.

BBH Strategic Business Lead, Sian Cook, said: 'The inspiration behind Heston's unique flavour of ice cream is a great story worth telling'.

All Waitrose ice cream tubs are available at half price until 30 July. Heston from Waitrose salted caramel ice cream 500ml will be available at £2.24 (usually £4.49).

Notes to editors

Waitrose - Waitrose, Britain's favourite supermarket*, has 293 shops in the UK and Channel Islands and is consistently achieving sales growth significantly ahead of the market both in its branches and its online grocery service,**. Its strong performance has been driven by the success of the essential Waitrose range, Brand Price Match, an unmatchable top tier of products and free delivery for online shopping, as well as a long term commitment to sourcing the UK's finest local and regional foods. Waitrose combines the convenience of a supermarket with the expertise and service of a specialist shop - dedicated to offering quality food that has been responsibly sourced combined with high standards of customer service. (

* Which? Annual Supermarket Satisfaction Survey 2013, Verdict's annual Consumer Satisfaction Awards and Good Housekeeping Awards
** Kantar World panel

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For further information please contact:

Suzanne Hetherington
Senior Press Officer, Corporate, Waitrose
Telephone: 01344 824006
General Press enquiries: 01344 825080