Key Highlights:
- Girls Aloud star Cheryl has partnered with Deliveroo and Tesco to recreate her viral 2009 “pint of milk” interview meme.
- The new marketing campaign introduces a limited-edition “Cheryl-Skimmed” bundle featuring custom pyjamas and signed ceramic milk jugs.
- Alongside her brand partnership, Cheryl confirmed her television return as a judge on the upcoming season of The Voice UK alongside Kelly Rowland, Aitch, and will.i.am.
British pop icon Cheryl has officially stepped back into commercial screens by poking fun at one of her most enduring public moments. Decades after opening up about the overwhelming media scrutiny that defined the peak of her Girls Aloud fame, the singer has partnered with on-demand delivery app Deliveroo to promote its partnership with supermarket giant Tesco. Wearing pyjamas for the promotional campaign, Cheryl directly revisits a legendary 2009 quote regarding her inability to run simple errands without being pursued by paparazzi.
The Evolution of a Viral Cultural Meme
Back in 2009, Cheryl revealed the invasive nature of British tabloid culture in a televised documentary, sharing how intense public intrusion left her unable to complete basic daily activities. Years later, her frank confession—which featured her lamenting that she could not run to the local petrol station for milk in her nightwear—underwent an unexpected digital resurgence. The clip became a pervasive soundbite across TikTok and X (formerly Twitter), repeatedly embraced by a new generation of internet users as a template for humorous reaction videos.
Speaking to LADbible, Cheryl addressed the baffling online afterlife of the interview clip: “The most baffling thing for me is I still don’t get it,” she said. “I ask people to explain what’s funny or why it’s even become a meme.“How long ago was that now? I would’ve never, in a million years, have thought I was doing a campaign about it.
Addressing how the brand partnership emerged from the internet phenomenon, Cheryl explained: “The Deliveroo collaboration came about because I was asked in an interview if I could nip to the garage in my pyjamas, and my reply was ‘slowly but surely you start to realise that you can’t anymore’, you know, with all the paps.“So the Deliveroo people loved it, and it goes so well with the fact that Deliveroo now has Tesco on it. So you can get the order of a pint of milk delivered immediately.“I actually just leaned right into it. I think it’s really funny to be able to play with that.”
Reflecting on Early Fame and Classic Girls Aloud Moments
The campaign arrives alongside a broader wave of nostalgia celebrating Cheryl’s sharpest television soundbites from her early career, such as her frustration while hiking in heels during 2006’s Girls Aloud: Off the Record or her appearance on ITV2’s Ghosthunting with… Girls Aloud alongside host Yvette Fielding and the late bandmate Sarah Harding.
Reflecting on those archived moments, Cheryl stood firmly by her younger self: “You wouldn’t have thought this would have ever happened,” she continued.”And I still stand by all the things I’ve said. I still don’t want to go to the ‘Peak of Greek’ … and certainly not in high heels.“And tap the f-ing table…. We were with Yvette Fielding, and Sarah was on a drama that day. Everything was scaring her – like the slightest crackle in the room.“Yvette kept saying over and over, ‘Squire, if you’re here, can you tap the table?’ for about an hour.
She added regarding the paranormal television shoot: “I’d had such enough of her by the end, and Sarah breathing down my ear, that I just said, If you’re here , just tap the f-ing table so we can get on with it.”
This social media revival has introduced Cheryl to demographic cohorts too young to have witnessed her early career runs. Explaining this new connection, she said: “We could never have predicted this then. Never. Because none of it existed.“I meet a lot of the younger generation now who know me, or they’re like ‘Oh my god I love Fight for this Love’ and I’m thinking… how old are you? It’s taken on another life of its own, really.”
Television Return and The “Cheryl-Skimmed” Campaign Details
To celebrate the Deliveroo and Tesco collaboration, a limited-run promotion running from 28 to 30 October offers shoppers who order Tesco essentials via the platform an opportunity to secure a “Cheryl-Skimmed” bundle. The package includes silky nightwear and an authentic ceramic milk jug hand-signed by Cheryl herself.
Commenting on how much her everyday reality has shifted away from the peak tabloid madness, the singer pointed out the modern practicalities of quick-commerce delivery: “You don’t have to nip to the shops in your pyjamas anymore,” she quipped. “You can just Deliveroo it. It’s genius.”Even if you’re just running out the door you can ask for it to be left on your doorstep. It’s having the sort of supermarket that people use on an app which is convenient for busy mums, and parents and everyone who lives busy lives.
She further reflected on her current lifestyle as a parent to her son Bear: “I lived through that era with the press, and it was a period where I couldn’t breathe. There were always people outside my door.“But it’s not like that anymore. I’m very much the school mum now. Very normal.”
Beyond commercial campaigns, Cheryl is preparing to return to major weekend television as an official panel coach on The Voice UK. She will join returning coach will.i.am alongside American recording artist Kelly Rowland and Manchester rapper Aitch. Discussing her dream takeout meal with her new colleagues, Cheryl noted: “I’m going to get a Chinese takeaway,” she said. “And you know what I do, quite often, I think, let me look again through the menu again for what I can choose, and then I always get the same thing anyway.“Kelly I’d love to sit and just chill with, because I have many questions for that lady, and things I know she knows that I would like to know.“I’ve been a Destiny’s Child fan since the first time I laid my eyes on those ladies. I was then, and I have never stopped. I’ve always loved all of them. So it’s actually a big honour for me to work with Kelly.“And I’d share one actually with The Voice. I’ve been doing it recently with Will obviously who I worked with, Aitch and Kelly. And I am so intrigued by all of them. A night in with a takeaway with them all would be perfect.”
Why This Matters
Cheryl’s latest campaign highlights how modern marketing strategies increasingly rely on internet nostalgia and authentic self-deprecation. Rather than relying on traditional, polished commercial endorsements, major platforms like Deliveroo are leaning into authentic cultural memes that resonate organically with Gen Z and millennial audiences on TikTok and Instagram. Furthermore, the collaboration marks a calculated public re-emergence for Cheryl, synchronizing brand presence ahead of her high-profile judging role on ITV’s The Voice UK.
Frequently Asked Questions
What is the Cheryl “pint of milk” meme?
The meme originates from a 2009 documentary where Cheryl candidly addressed the claustrophobia of media attention, remarking that her fame prevented her from nipping to the local garage in her pyjamas just to buy a pint of milk. The soundbite became viral years later across social media platforms such as TikTok.
What does the Deliveroo “Cheryl-Skimmed” bundle include?
The promotional package includes a set of silky pyjamas alongside a ceramic milk jug personally signed by Cheryl, made available through select Tesco grocery orders placed via Deliveroo between 28 and 30 October.
What upcoming television projects is Cheryl working on?
Cheryl is making her return to primetime television as a judge on The Voice UK, where she will share the coaching panel with Kelly Rowland, will.i.am, and Aitch.
