I thought the number one rule of using celebrities to promote your brand is to ensure that there is synergy between the values of brand and celebrity alike, as well as similarities in the personality of both. So, Premier Inn and Lenny Henry I can just about convince myself is a good match, but Marco Pierre White and Bernard Matthews? White must just be doing it for the money, surely? And Bernard Matthews are just jumping on the celebrity chef bandwagon years after everyone else. Couldn’t they have come up with something more innovative? How will an association with White drive sales? Does your average buyer of reconstituted turkey really care about a celebrity endorsement? If so, a footballer might have been more appropriate, because at least we would believe that they really do eat the bootiful meat!

Other posts of interest:

1. Link between advertising spend and brand performance?
2. Technology for Marketing & Advertising Show
3. Wearing football shirts to work during the World Cup!