George at ASDA unveils its new fashion campaign using real people

The new George campaign features three female health workers from London hospitals. George selected Staff Nurse Fiona Kiek (27), Junior Doctor Ifeoma Ikwlieke (25) and Neo Natal Senior Staff Nurse Leigh Currie (28) following a national search.

Fiona Lambert, George Brand Director said: "There will always be an argument for using celebrities and big names in fashion, however our customers are telling us its time for a change, it feels wrong to spend money on a celebrity endorsement when times are tough and money is tight. What we have done is saved money and worked out how to pass these savings to our customers by lowering our prices and improving quality and design."

In a study of 10,000 people, ASDA has found that the British public praise public sector workers and believe them to have the most worthwhile jobs, with 39.8% of Brits saying that 'doctors' have the most worthwhile jobs, followed closely by 'nurses' with 39%, 'teachers' at while 28.1%, and 24% believed that bin men have the most worthwhile jobs, while only 1% selected TV personalities and 'posh' celebrities.

The study which was commissioned by ASDA on the 1st September 08 asked whether you would buy an item of clothing if you have seen a celebrity wear it, 79.1% of British women said that 'they do not pay any attention to what celebrities wear', and only 1.5% said that they 'always follow the trends set by celebrities'.