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Celebrities project lifestyle messages that brands can tap into to position their products or services. Certainly this can be an expensive marketing method: Jamie Oliver’s celebrity endorsement ad campaign for Sainsbury’s cost £41 million, but the return-on-investment can be startling.
For example, Heston Blumenthal’s eyewear range for Vision Express, although a costly campaign, helped to drive a 6% increase in sales in 2013 and an 11% rise in operating profits.
With the rise in social media and other digital marketing channels the costs don’t necessarily need to be so extravagant and celebrity product endorsements are fast becoming more affordable.
