Cheryl Recreates Viral 'Milk in Pyjamas' Meme for Deliveroo Campaign
The singer, 43, pokes fun at her 2009 statement about being 'too famous' for simple errands, now capitalizing on it with a new £500,000 advertising deal.
Cheryl, the 43-year-old Girls Aloud star, has humorously revisited a 2009 statement about being too famous to run errands in her pajamas. The singer has now starred in a lucrative Deliveroo advertising campaign, reportedly worth £500,000, where she recreates the now-viral "pint of milk" meme.
In the new advert, Cheryl is seen wearing blue pajamas and holding a carton of milk as she collects her groceries. This directly references her 2009 confession in a documentary, where she stated, "I can't nip to the garage in my pyjamas anymore for a pint of milk, even if I want to." The Deliveroo campaign highlights the availability of Tesco products through the delivery service, allowing Cheryl, and others, to finally purchase essentials like milk in their pajamas.
The campaign also includes the launch of a "Cheryl-Skimmed" bundle, featuring silk pajamas and a signed ceramic milk jug. Cheryl commented on the longevity of her 2009 remark, saying, "Who knew a little confession in 2009 would have this kind of shelf life? I can’t believe it’s still doing the rounds, but we’ve had a good laugh giving it a glow up all these years later. At least I no longer have that dilemma with Tesco now on Deliveroo - so nothing stands between me and my morning cuppa."
This advertising deal follows a period where Cheryl stepped back from the public eye after the death of her son Bear's father, Liam Payne, and after pausing her music career post-Bear's birth in 2017. She returned to the stage in 2024 for the Girls Aloud reunion tour, honoring late bandmate Sarah Harding.
Cheryl's return to the spotlight has also included becoming a brand ambassador for Nivea and appearing in a Nivea advert. Furthermore, she is set to join the coaching panel for the upcoming 2027 series of The Voice UK, making her television comeback.
She will join her friend Will.i.am for the show's Battle Rounds, having expressed her excitement about returning to a performance environment she knows well. "I've stood in the shoes that the contestants are standing in. I know what it feels like to perform in this environment. You've just got to know that you're good or you wouldn't be here," she stated. Fans have reacted positively to her television return, with many expressing joy at seeing her back on screen.
Cheryl's role on The Voice UK follows news that Stacey Solomon and Alesha Dixon will replace hosts Emma Willis. The series has also seen controversy with reports that Sir Tom Jones would not be returning as a coach, a decision he stated was due to financial difficulties with insurance.
