Pippa Middleton has signed up to be the new face of Waitrose's magazine
Waitrose has already made one high profile change to its celebrity staff this year, axing Delia Smith from its television commercials, though it seems the chain has moved quickly to ensure it doesn't lose ground on its rivals. On Monday, it announced the sister of The Duchess of Cambridge, Pippa Middleton, will be joining the company to give out cooking tips to the middle-class masses.
Though her party planning book didn't exactly go to plan, Waitrose seem confident enough for the young socialite to churn out similar stuff for its magazine. In a statement, the company said she will be dishing up "casual dining ideas and recipes" in a column titled 'Pippa's Friday Night Feasts.' Middleton herself insists the magazine has "always been a source of inspiration to me, for its extensive spectrum of food and beautiful style."
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Continue reading: Food Writers Incensed As Pippa Middleton Lands Waitrose Job
Delia Smith has retired from TV cooking, claiming that television producers no longer want to educate their viewers, only to entertain them. She will continue to teach the world to cook, via the internet but when it comes to her long-running career as a TV cook, she has well and truly hung up her apron, The Telegraph reported yesterday (February 5, 2013).
Delia first appeared on television over 40 years ago and in that time she’s sold millions of cookbooks, many showcasing basic cooking recipes and others, more elaborate cookery techniques. She caused controversy with her ‘how to boil an egg’ tuition back in 1998 but you know what? You try Googling “how to boil an egg” (some people don’t know, you know!) and you’ll most likely find Delia’s instructions right there staring back at you. She said, “If you do a TV programme now, it’s got to entertain… When I started, there was further education in the BBC; now you have to entertain. You have someone telling me I haven’t got time to show this, or I haven’t got time to show that.”
Smith was dropped “by mutual agreement” from Waitrose’s advertising campaign (she featured alongside Heston Blumenthal) and she said that once that was finalised, she decided “this is the end when it comes to Delia on the telly.” She had been approached by the BBC to work with them again but turned the offer down, choosing to focus instead on her online tuition.
Delia has always been popular for her timeless, classic home-made dishes while Heston has received increasing fame for his inventive and often unusual dishes such as snail porridge as well as his wacky TV shows, the latest of which, 'Heston's Fantastical Food', was dedicated to creating enormous sized versions of our most favourite foods. Waitrose have defended their decision insisting that Heston's appeal will 'excite customers' and will begin to 'push the boundaries of supermarket innovation' and so Delia is set to end her contract on the £10 million campaign in February after being a part of it since 2010. It seems that their decision may have been a smart one as Heston's recipes, like, ketchup-flavoured bacon and, of course, duck and sour cherry bangers, have sold well amongst Waitrose shoppers.
The marketing chief for the supermarket, Rupert Thomas, has, however, insisted that Delia has been a brilliant part of the advertising scheme. 'It has been such a fantastic experience working with Delia', he told The Mirror. Delia has, however, declined to comment further on the decision.