The following day he tweeted McCall to ask if her children had liked the chocolate spread.
BOOST XPRESSIVE FREE
He says: “She was signing her Sugar Free Book so I asked if her children liked chocolate spread and explained that our spread contained 83% less sugar than the leading brands.”
BOOST XPRESSIVE TV
His first success followed an approach he made to TV presenter Davina McCall at the BBC Good Food Show where his company was also exhibiting. His strategy is to do it when they seem in a relaxed mood and are generally chatting to the public, for example, at book signings. Kevin Bath, co-founder of JimJams, which produces a range of healthy spreads, has had several celebrity endorsements, all secured by approaching them direct, and without having to pay for them. It also means our name is instantly recognisable in fashion circles,” says Taylor. “Having influencers wear one of our designs helps raise awareness for the overall brand. In a niche fashion sector, word gets around quickly, and that, coupled with media exposure has helped her to engage with a wider audience and ultimately get designs called in by celebrity agents. “At that time, Jane Taylor London was in its infancy, so it was a real honour when she chose to wear one of our hats.” “In 2008, a year after moving the brand to London, we were spotted by the Countess of Wessex, who is a great champion of British brands,” she says. She started the business in her home town of Henley, initially selling locally, before moving to London and in 2014 launching her boutique and studio on the Kings Road. Jane Taylor, creative director at millinery business Jane Taylor London, counts members of the British Royal Family among her clientele, including the Duchess of Cambridge, Zara Tindall, The Countess of Wessex and Princess Eugenie. The long term benefits are brand recognition and awareness that the product exists.” “The short term benefits are increased sales. “If your product is of significant benefit to the celebrity, they will use it, and if you’re lucky, they will be captured by the media,” he adds. “It only took one or two paparazzi feeding frenzies for our product to be in tabloids around the world,” he says. As Hunter points out, the value lies, not in product endorsement - Ford has a career long policy of not endorsing products - but in media exposure.
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