Heston's hidden tickets promise an experience that money can't buy
His culinary creations have been in such hot demand - that a hidden orange Christmas pudding prompted a bidding war on eBay.
But this year the stakes will be even higher as Heston Blumenthal offers a handful of customers an experience that money simply can't buy.
The chef's latest advert for supermarket Waitrose - to be unveiled on December 4 - will show five hidden tickets being placed inside a signature box of chocolates he has created for the grocer this Christmas.
A sixth ticket will be available to the winner of an online game - Heston's Chocolate Challenge - on Waitrose's Facebook page.
For the lucky customers who find a rare ticket, it will act as a passport to spend the day with Heston.
Winners will enjoy food demonstrations and tastings hosted by Heston and his team in their experimental kitchens in Bray. It is here that the chef and his team of development chefs have dreamed up some of his most imaginative culinary creations - surrounded by vats of dry ice.
The six winners will have lunch at the Michelin-starred pub The Hind's Head in Bray followed by an overnight stay in London and a meal at Heston's two Michelin starred restaurant Dinner by Heston Blumenthal.
Waitrose Marketing Director Rupert Thomas said:
'Since we launched the very first Heston from Waitrose Hidden Orange Christmas Pudding, there's always been a buzz around his culinary innovations.
'But the chance for a lucky few to win a once in a lifetime experience should add an extra layer of excitement to Heston's new box of chocolates.'
Notes to editors
The Heston from Waitrose Chocolate Box is currently in Waitrose shops and includes innovative flavours from Earl Grey Lemon to Thyme & Rosemary, and Black Forest Gateau. The box is priced at £13.50 but is on offer until the 24 December priced at £10. Visit hidden tickets on the waitrose.com website.
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