We’d like to propose toast to Peter

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.

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