Heston Blumenthal returns to TV for Waitrose popcorn ice cream

Heston Blumenthal is starring in a Waitrose TV ad launching tonight to promote the chef's salted caramel popcorn ice cream.

The ad also promotes the retailer's two-week half price offer on all Waitrose ice cream.

The ad, created by Bartle Bogle Hegarty, will air for the first time tonight. It features Blumenthal watching a film about "the story of Heston’s incredible ice-cream".

The film starts with a scene in space. The meteors on screen suddenly turn into popcorn floating in the universe. The ad claims the ice cream is "made from everything that is great about the movies" before switching to a shot of Heston making the dessert.

The ad's creative team were Dexter Ginn and Chris Kelly formed, with Ken Hoggins as the creative director. Frances Pickering from BBH and Cressida Luxton from Knucklehead produced the ad. Knucklehead’s Siri Bunford directed the ad.

The TV ad will be accompanied by a half page double spread press ad in a number of national titles including The Daily Telegraph, The Times, the Daily Mail and the Metro, as well as online ads on sites including Telegraph.co.uk and RadioTimes.com.

Manning Gottlieb OMD was in charge for media planning and buying for the campaign.

Rupert Thomas, the marketing director at Waitrose, said: "The quirky feel we’ve created is a departure from our usual style of advertising – the focus is on fun, as after all this is what eating ice cream should be all about.

"By showcasing Heston from Waitrose ice cream as the star product for the campaign, we want to show viewers that everyone can have that little bit of Heston magic at home."

The TV ad will air tonight at 7.15pm during the break in the middle of 'Emmerdale' on ITV and during 'CSI: New York' on 5USA and will run until 28 July.

Sian Cook, the strategic business lead at BBH, said: "The inspiration behind Heston’s unique flavour of ice cream is a great story worth telling."

The ice cream is part of the Heston from Waitrose range of exclusive products created by the chef for the supermarket. Other products in the range include ready meals, sausages and chocolate sauce.

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