Former Girls Aloud star Cheryl Cole has debuted a £500,000 Deliveroo campaign that brings back her viral 2009 "pint of milk" meme. The advertisement features Cole in pyjamas and highlights a new delivery colllaboration between Deliveroo and Tesco.
The £500 ,000 "Cheryl-Skimmed" Product Launch
The Deliveroo campaign extends beyond a simple television commercial by introducing a specialized merchandise line. As the report indicates, Cole has launched a "Cheryl-Skimmed" bundle that includes a set of silky pyjamas and a ceramic milk jug featuring her signature. This move transforms a traditional celebrity endorsement into a tangible lifestyle brand that fans can purchase directly.
This commercial effort is deeply integrated with the ongoing logistics partnership between Deliveroo and Tesco. The campaign aims to promote the thousands of Tesco grocery items that are now available for doorstep delivery via the Deliveroo platform, using Cole's recognizable persona to drive consumer engagement with the grocery service.
Reclaiming the 2009 "Pint of Milk" Viral Moment
Cheryl Cole is utilizing a decade-old piece of internet history to anchor her current commercial relevance. The advertisement features Cole wearing pale blue pyjamas and holding a Tesco milk carton, a direct nod to her 2009 confession that fame prevented her from "nipping to the garage" for milk. This specific reference turns a long-standing meme into a powerful tool for brand recognition and nostalgia.
Leveraging such specific cultural touchstones is a growing trend in the UK advertising landscape. By tapping into the nostalgia of fans who followed her during her Girls Aloud era, the campaign bridges the gap between her pop stardom and her current status as a lifestyle figure. This strategy mirrors how other personalities, such as Abbey Clancy, Peter Crouch, Danny Dyer, or Alan Carr , have utilized Deliveroo to maintian public visibility.
A Strategic Path to The Voice UK 2027
This Deliveroo deal represents a significant step in Cole's broader professional re-engagement. Following a period of reduced public activity marked by personal hardships , including the loss of her late bandmate Sarah Harding and the death of her son's father, Liam Payne,Cole is diversifying her presence across multiple media sectors. Her recent work includes a commercial for Nivea and a confirmed coaching role on the 2027 series of The Voice UK.
According to the source, Cole will work alongside judge Will.i.am during her tenure on The Voice UK. This transition from pop singer to television mentor suggests a calculated move to stabilize her career through long-term broadcasting commitments and versatile brand ambassador roles, rather than relying solely on the music industry.
What the Deliveroo-Tesco partnership leaves unverified
While the campaign is visually cohesive, several aspects of the rollout remain unconfirmed.. It is currently unknown how the "Cheryl-Skimmed" merchandise bundle will perform in terms of actual sales volume compared to the standard grocery delivery services . Additionally, the report does not specify the exact duration of the Deliveroo and Tesco partnership or whether other celebrities will be added to the roster to support the Tesco grocery expansion.
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