Masterchef winner teams up with Citroen for Ds5 restaurant
Citroen has come up with a novel way of boosting the profile of the new Ds5 - a collaboration with TV chef Tim Anderson.
The French carmaker and 2011 winner of the BBC's Masterchef series have teamed up to open a unique pop-up restaurant in London.
A five-course tasting menu is set to be offered at the eatery, with the dishes inspired by the five senses.
The move comes as part of a wider advertising campaign for the new Citroen Ds5 and the firm has said that both the restaurant and menu "embody" the car's strap line "The Refined: Redefined".
The restaurant is now accepting bookings via its UK Facebook page and Citroen has confirmed that the meal will be priced at just £5 per head.
Furthermore, all the proceeds will be donated to charity, with food poverty organisation FareShare the named beneficiary.
Linda Jackson, managing director of Citroen UK, said the restaurant stunt follows a long line of events that have been designed to get the public involved with the launch of the Ds5.
"From the Ds5 Star Experience activity to Delicious by Ds5, we've been directly involving members of the public as much as possible in the launch of our new Citroen flagship," she commented.
"Ds5 is about bold choices in design, refinement, creativity and efficiency. This project brings all those elements together into the world of gastronomy."
Celebrity ambassadors are becoming increasingly popular in the motoring world with Jennifer Lopez, Pixie Lott and a host of other stars endorsing various models in recent months.
Indeed, DJ superstar David Guetta and his wife Cathy were recently unveiled as brand ambassadors for the new Renault Twizy, with the track maker producing a special version of one of his songs to coincide with the launch of the innovative city car.
Posted by Sebastian Turkenburg
