Article: The Jamie and Kate effect; Fruit ads send sales soaring tenfold while Moss handbag is a hit for Burberry.

Byline: JIM ARMITAGE;JONATHAN PRYNN

THE enormous power of successful celebrity endorsements was revealed today as two of Britain's best-known retailers unveiled big sales boosts.

Fashion house Burberry said it had seen "extraordinary" demand for its handbags after Kate Moss carried one in an high-profile advertising campaign.

Meanwhile, Sainsbury's said Jamie Oliver's TV ads had increased by tenfold sales of featured fruit and vegetables.

Burberry announced a 23 per cent rise in sales in the first half of the year, fuelled by the "Kate Moss effect". The London-based firm said one of the most popular lines was the [pounds sterling]750 Manor handbag carried by ...

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