Peter Baker qualifies as a Diary hero on two counts. Not only is Baker the managing director of British Bakeries and chairman of the Federation of Bakers, he is also ready to make a complete fool of himself for the sake of a brand.
Baker is spearheading the much-heralded relaunch of Hovis bread, which includes repackaging the loaf in wrappers featuring food designs such as egg, cucumber and cheese on toast.
Baker turned out in London clad in a gruesome “baked beans” suit, along with brands director Paula Moss in a baked beans dress and sales director Roger White, in similar attire.
And if all those beans didn’t “loosen” consumers’ money belts, nothing will.