Consumers are unimpressed by celebrity endorsements
17 February 2005 by Shirley Kumar
Two-thirds of shoppers are not enticed by food and drink products promoted by celebrity chefs, new research reveals.
Three out of five adults surveyed by Mintel said they were "bored with celebrities" endorsing products, with three in 10 consumers suggesting celebrity chefs were "only in it for the money".
Consumers are more likely to have bought Linda McCartney and Loyd Grossman ranges in the past six months than anything endorsed by a top chef. Only products promoted by Jamie Oliver feature high on their list.
Two in three of the 997 adults questioned said they were "only interested in the quality of the product, not who advertises it."
by Shirley Kumar
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