Delia Smith and Heston Blumenthal are first 'star faces' of Waitrose advertising campaign

She is the sensible high priestess of home cooking who taught Britain how to boil an egg. He is the three-Michelin-starred eccentric professor of molecular gastronomy, known for his snail porridge.

The unlikely double-act of Delia Smith and Heston Blumenthal were today unveiled as the first "star faces" of Waitrose. The supermarket claims it is the first time that either have been involved in food advertising.

The 10-month campaign starts at the end of the month with a three-and-a-half minute TV advert in which the cooks demonstrate recipes using ingredients from Waitrose.

This will be followed by a weekly series of half-minute slots. The featured ingredients will then be in store with a third off or half price.

Richard Hodgson, of Waitrose, said it was a "perfect marriage" because Smith understands "the trials of feeding a family", while the Fat Duck chef has an "amazing reputation for doing things with food that most of us could never contemplate."