This weekend, reality star supremo Joey Essex joined forces with loveable cheese Mini Babybel to spread the laughter for Red Nose Day. The cheeky Essex chap was streamed live into a billboard in London’s Westfield shopping centre from an on-site location and tasked to raise laughs in support of Mini Babybel’s partnership with Comic Relief*.
The Essex heart-throb had shoppers in stitches with a series of skits and costumes changes, causing a few double-takes from the public. The former TOWIE star even appeared from the billboard to surprise an unsuspecting woman celebrating her 50th birthday.
Following his billboard exploits, Joey commented: “I had a great time spreading the laughter with Mini Babybel and all for a great cause. The support of the British public on the day was incredible and I enjoyed getting some laughs and surprising a few people along the way.”
As one of Comic Relief’s longest standing partners, Mini Babybel is in its 5th year of support. This year, the cheese maker is offering the public the chance to create their own Laughing Babybel by uploading a picture to www.babybelyourself.co.uk. For every laughing Mini Babybel shared and every pack sold, a portion will be donated to the charity.