Rooney uses his loaf
Posted in Advertising, Marketing, Branwell Johnson, Latest reporters' blogs August 1st, 2008 by Branwell Johnson
Speculation abounds that Wayne Rooney is to star in a Hovis ad that tries to recapture the glory years summed up by that 70s ad featuring the cloth-capped tyke pushing his loaf-laden bicycle up a cobbled street.
But Rooney as the Hovis icon? As Datamonitor’s report last week about the public fatigue with celebrity-led advertising pointed out, there has to be something authentic about the match between famous face and brand.
I suppose Rooney has not been chosen for his chiselled good looks a la David Beckham but more for his resemblance to an urchin likely to go apple-scrumping – or car-jacking.
What’s in it for him? Doesn’t the Man Utd footballer want to be involved with the glamorous end of celebrity endorsement? Well, it’s suggested Miles Calcraft Briginshaw Duffy is handing him £150,000 for his appearance, that should keep Colleen’s purse full for a day or two. The downside might be that Rooney has to agree he will only eat the Hovis brand he’s advertising, and we northerners know chip butties just don’t taste the same in brown bread.
Who do you think might make a good brand fit with the bread that is “as good for you today as it’s always been”?
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Tags Wayne Rooney, Celebrity branding, Hovis
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