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Celebrities vital to advertising, says leaked report |
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Patrick Barrett, The Guardian
Friday May 28, 2004
The extent to which Gary Lineker and other celebrities are vital to "junk food" advertising aimed at children has emerged in a leaked document written by the agency which works for Walkers Crisps.
Lineker has helped the company sell an extra 1.4 billion bags of crisps in seven years, according to internal research for the agency and Walkers.
The report by Abbot Mead Vickers BBDO describes how successful Lineker and other celebrities have been in persuading children, as well as adults, to buy Walkers' products. It also explains how the BBC presenter and former soccer star has been able to enhance his career from the association.
The document sheds light on why Walkers and other brands are keen to continue using celebrity endorsements of their products, and will add weight to the growing calls to ban food manufacturers from advertising to children as part of the fight against obesity.
More @ http://media.guardian.co.uk/advertising/story/0,7492,1226226,00.html
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