This report assesses celebrity endorsement of food since the last Mintel report was published in January 2005. Over the last three years increased media coverage of food and cookery has propelled celebrity chefs into the limelight. At the same time issues such as healthy eating, organic and free-range production values have come to the fore. The result is a much more complex, wide-ranging relationship between celebrities and food. No longer simply endorsers of food products, celebrities have become crusaders for the food sector, challenging consumers to think before they eat and resulting in significant changes in purchasing behaviour.

Mintel’s report looks at a number of different aspects of the impact of celebrity on foods.

Those where the celebrity chef endorses the food eg Loyd Grossman, Antony Worrall Thomson.

Those where a celebrity from another background has launched their own eponymous products eg Linda McCartney, Paul Newman.

Those where celebrities have effected a change in consumer attitudes eg Jamie Oliver, Hugh Fearnley-Whittingstall.

Mintel also looks at the impact that an implicit celebrity recommendation in a cookbook or in TV series can have on sales of specific foods.

Mintel’s previous reports on celebrity stipulated that the endorsing celebrity must either:

Have actively participated in the formulation/creation of the product, or

Have his or her name incorporated in the branding of the product.

However, since the previous celebrity endorsements report in January 2005, the impact of celebrity chefs has broadened. No longer simply endorsing food products or suggesting recipe ideas, they have become proponents/champions of wider issues in the food market and of issues in society as a whole.

Also included are celebrities from other areas who have championed issues (eg fair trade) that have effected a change in attitudes.

Excluded

Those where the celebrity is used in advertising and which has little to do with the creation of the product ie Gary Lineker for Walkers crisps, Nell McAndrew for Activia, and Kerry Katona for Iceland, Alan Hansen for Morrisons. The celebrity is purely used for advertising purposes.

Likewise those that design limited edition packaging are also excluded eg Paul Smith HP sauce bottle.

Those which are associated with fictional characters (Aunt Bessie, Mr Kipling) and eponymous brands such as Bernard Matthews.

Four key points

Celebrity campaigns changing attitudes and purchasing behaviour.

The “Delia” and “Nigella effect”.

Quality superseding celebrity endorsement.

Need for a clear market differentiating benefit.