Flake jazzes up image with Joss

22 February, 2007

Cadbury Trebor Bassett has signed up singer Joss Stone as the brand's first celebrity Flake Girl.

Stone will appear

in a

TV ad

to be aired on March 3,

singing the Flake jingle.

The ad is part of a 5 million campaign that aims to engage with a new generation of younger women through experiential, digital and PR activity.

Trade communications manager Kate Harding said: "Cadbury Flake has the second highest consumer preference for any chocolate brand after

Dairy Milk.

" Joss Stone

perfectly personifies the Flake Girl's fun and spontaneous attitude to life."




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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