The rebranding of Delia, a national institution

By Simon on 11 Mar 08

Categories: Branding, Television
Flicking around the many thousands of TV channels I now have access to from my sofa I chanced across the new Delia Smith cookery show on BBC Two. Now, I must confess that I have never really been a huge fan of the nations favourite TV cook. Her approach has always been a little precise for me, but I've always respected what she does and the role she occupied in the TV cookery universe.

But things appear to have changed.

Delia appears to have surrounded herself with young media types who have all been watching too many re-runs of the first series of the Naked Chef. Now the way Jamie burst onto our screens way back when he was a cheeky young lad was fresh and different. But that was 1999. Back then most of Britain thought Tony Blair was the best thing since sliced bread and the Millennium Bug was about to destroy civilisation. Things have changed.

Last night Delia was making little quips to camera, joking with the film crew and even feeding an off-camera crewmember some freshly cooked soup. The show even finished with a set of outtake clips involving the nation's favourite flirting on set with a sound man. Now all this sounds innocent enough, but it all left me feeling a little uneasy, it was almost like watching your mum chatting up a teenager. I couldn't help but think that she was trying just a little bit too hard.

What next in the rebranding of Delia - will she be a panel member on Never Mind the Busscocks, a photo shoot in GQ magazine?

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