Cheryl Revives Iconic 'Milk in Pyjamas' Moment for £500k Deliveroo Campaign
The singer pokes fun at her 2009 'too famous' claim in a new advert, also announcing her return to The Voice UK.
Cheryl has revisited a viral moment from 2009, where she famously declared she was too famous to "nip to the garage in [her] pyjamas for a pint of milk." Now, 17 years later, the singer has partnered with Deliveroo for an advertising campaign believed to be worth £500,000, recreating the meme.
A Nostalgic Campaign
The campaign features Cheryl, 43, posing in blue pyjamas with a carton of milk, accepting a Deliveroo delivery. This collaboration highlights the availability of Tesco products through the delivery service, allowing the artist to finally fulfill her "pint of milk in my PJs" wish. She also launched a "Cheryl-Skimmed" bundle, including pyjamas and a signed milk jug.
"Who knew a little confession in 2009 would have this kind of shelf life?" Cheryl commented. "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."
Cheryl joins a list of celebrities, including Abbey Clancy, Peter Crouch, and Danny Dyer, who have previously featured in Deliveroo campaigns.
Return to the Limelight
This advertising deal marks a significant return for Cheryl, who had stepped away from the public eye after the death of Liam Payne, the father of her son Bear. She also paused her music career after Bear's birth in 2017, focusing on motherhood and television work.
Her return to the stage began in 2024 with the Girls Aloud reunion tour, dedicated to her late bandmate Sarah Harding. Beyond the Deliveroo campaign, Cheryl has also become a Nivea ambassador and is set to appear as a coach on the upcoming 2027 series of The Voice UK.
She will join her friend Will.i.am for the show's Battle Rounds. Cheryl expressed her enthusiasm for the role, stating, "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."
Viewers have reacted positively to Cheryl's return to television, with many expressing their delight at seeing her back on screen. Her appearance on The Voice UK follows confirmation of her joining the official 2027 coaching lineup. The new series will also feature Stacey Solomon and Alesha Dixon as hosts, replacing Emma Willis, who is moving to Strictly Come Dancing. The departure of Sir Tom Jones from his coaching role has been a point of discussion, with Jones stating it was due to financial difficulties with insurance.
