The Delia Effect does not just apply to the well known television cook Delia Smith but any of the popular chefs that manage to get record viewing figures for their television programmes. It all started though with Delia Smith, and it was a common occurrence for her to mention something in one of her cooking shows and the result was that within a matter of days, the ingredients would be completely sold out in shops and supermarkets all over the UK.
Memorable instances of this included Martelli pasta and Aunt Bessie’s mashed potato and this caused an uproar because people who were just buying these products as part of their weekly shop just couldn’t get hold of them anywhere.
The Delia Effect has now gone a step further though, now that she is involved in what must be an extremely expensive advertising campaign with Waitrose. You would have to say that it is a superb marketing decision by this supermarket to enlist Delia because as expected, sales are going through the roof as everything that she recommends is soon snapped up.
Along with Delia on these adverts is the A list chef, Heston Blumenthal. He is also working his magic for Waitrose and a good example of this could be found last Christmas with the Heston Blumenthal Christmas pudding which was unique because it had an orange in it. These puddings were sold out within a matter of days and they were even being sold on Ebay at highly inflated prices.
The same thing happens with Jamie Oliver and Nigella Lawson, they only have to mention something that is a little bit of the ordinary and the shelves of supermarkets all over the country will soon be completely empty.
It would seem though, that even though many of these chefs and cooks are being used to promote products in this way, it is still Delia Smith who is regarded as the Queen of cooking and the Delia Effect is showing no signs at all of slowing down. It is probably because Delia seems as normal and as down to earth as it is possible to get. It should also be remembered that she makes everything look so easy and even I can watch her in action and then believe that I can produce something scrumptious, just like she has, with the help of all of the ingredients that she recommends, of course.
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