Tescos must be delighted, as the money they're paying The Spice Girls to appear in an ad is generating acres of coverage, such as Newton's simpering write-up this morning:
Yes, it's a "real coup" and not, as you might think "a simple case of them paying a large sum of money in a cash transaction", then.
And how much of a "send-up" is the advert?
Goodness. They like a laugh at their own expense (okay, and Tesco's expense), don't they?
Of course, there is something pleasing in the tie-up, with its echo of David Badiel's observation that the Spice Girls were the sort of woman you see working in Tescos and think "they're very attractive... for someone working in Tescos."