London, Sept 8 : Supermarket giant Asda has snubbed celebrities as models for its clothing range, and has instead roped in doctors, nurses and teachers to endorse their garments.
The move comes in line with the results of a poll that said 79 per cent of British women do not pay any attention to what stars wear.
It was just in April last year that Asda ended its two-year contract with Wayne Rooney's wife Coleen McLoughlin as the face of women's range George.
Since then, many names came up to replace her, which included Helen Mirren and Sienna Miller.
But, to everyone's surprise, Asda's new campaign features London health workers Fiona Kiek, 27, Ifeoma Ikwlieke, 25, and Leigh Currie, 28.
"Customers are telling us it's time for a change. It feels wrong to spend money on a celebrity endorsement when times are tough," British tabloid The Sun quoted Fiona Lambert of George as saying.