Famous footballer and hero to millions of children, David Beckham is set to lend his face to Young's product labels, in a bid to encourage more people to eat healthily.
Beckham's image will appear on healthier ranges of Young's products that contain the natural fish oil supplement GO3, which reportedly boosts levels of omega 3 oils. Products which the footballer will front are to include the popular fish fingers and fish cakes.
With the World Cup looming, it is expected that using Beckham's image will help to boost sales of the Grimsby-based seafood range, as well as persuading families to eat fish at least once a week.
To co-incide with the new product labels, Young's have announced a competition to meet the football legend, printing reference numbers on each promotional pack of seafood. Directing consumers to enter their unique code on a specially set up microsite, the food producer is tells them if they have won a prize or are eligible to enter another competition to meet Mr Beckham.
Managing director at Young's, Mark Escolme, was cited in Packaging News as saying of the marketing strategy: ''The power of [Beckham's] brand is huge and as we go into the World Cup, we are confident the range will be a massive success.''