News that Nigella Lawson declared her love for salted caramel by having it poured over her head and photographing the creepy result for the front cover of a magazine she was guest – editing has no doubt got marketeers thinking of the Next Big Thing in this vein.

Some early possibilities are the TV cook covered in raw eggs, semolina, teriyaki sauce, strawberry jam and yoghurt, or bathing in a nice liver, kidney and bacon casserole. And other TV types could get in on the act, such as Gordon Ramsay immersed in very hot and sour soup, baked beans or English mustard.

Watch this space……….