Blog: Two becomes bun - Baby Spice and Hovis
Dean Best | 16 January 2009
The pairing of celebrities and food brands often raises eyebrows – think last year's campaign that brought Sex Pistols front man Johnny Rotten together with Country Life butter.
Going even further back, we even had the likes of Manchester United football legend Ryan Giggs peddling Quorn in his youth.
The latest surprising combination is ex-Spice Girl Emma Bunton – aka Baby Spice – and Hovis.
This week, Bunton helped launch the Hovis Wholemeal Challenge to in a bid to get the nation to eat more healthily.
Apparently – so says Emma – she's recently switched from white to wholemeal bread and she thinks the rest of the nation should follow suit.
“Switching to wholemeal bread is a small change that has made a real difference to me and my family so I’d recommend you give it a go,” says the former proponent of Girl Power.
However, looking at the video to promote the campaign, I'm not sure even Baby Spice would really have the powers of persuasion to convince a group of builders in a British cafe to change the bread for their bacon butty.
Today (23 December) is just-food's last day before closing for Christmas. We'll return, raring to go on Tuesday 3 January - but of course there's been plenty of top-notch content that has gone live in...
- Comment: Premier has more to ponder than Brexit
- Trump seen as negative for global food trade
- The food market in 2017 - consumer trends and M&A
- 2017: food policy hotspots in the UK, EU and US
- Analysis: B&G Foods balancing growth and decline
- Nestle mum on Mead Johnson takeover talk
- Weetabix takeover talk gathers pace
- Unilever rebrands I Can't Believe It's Not Butter
- Mondelez sells Vegemite to Bega
- Kellogg to slash 250 jobs