Tesco is understood to be signing the Spice Girls to front its multi-million pound Christmas campaign. Filming for the ads has already begun.
The supermarket giant is one of a number of brands believed to be in talks with the reformed pop group about commercial deals ahead of the group’s upcoming world tour.
Tesco is also understood to be a sponsor of the sell-out tour, which begins in the UK in December.
The deal pits the Spice Girls against fellow reformed act Take That, who are fronting a campaign for Marks & Spencer’s Autograph range.
In the Spice Girls’ heyday in the late 1990s, rival Asda struck a deal with the group. At the time critics condemned the band for striking too many commercial partnerships and merchandising deals. The Spice Girls also promoted brands including Walkers Crisps and Pepsi and a range of Spice Girls dolls.
EastEnders actress Martine McCutcheon and Spooks’ Rupert Penry-Jones are fronting the supermarket’s latest campaign, promoting Tesco Direct.
Tesco was unavailable for comment.