Featuring Waitrose mainstay Heston Blumenthal, the new 60-second TV ad and press ads will highlight British seasonal produce such as asparagus and smoked salmon.
In the first week of the campaign, ads will show Blumenthal visiting an asparagus grower in Pulborough, West Sussex, and promoting his recipe for asparagus egg dippers with smoked salmon. Ingredients will be discounted.
The grocer expects to sell double the quantity of asparagus and significantly more lapsang souchong tea-smoked salmon over the coming weeks.
Rupert Thomas, Waitrose marketing director, said: "Our new in-store signage, adverts and recipes all have a quintessentially British feel and are designed to help customers enjoy quality, seasonal produce at home."
In subsequent weeks, Waitrose will promote rhubarb, radishes and watercress, with Delia Smith fronting the ads.
Sainsbury's last week launched its 'feed your family for £50 for a week' campaign with a £10m TV and press campaign.
This article was first published on marketingmagazine.co.uk