Coca-Cola and Wayne Rooney. McDonald’s and Beyonce. Pretty Polly and Jamelia. Which of these recent endorsement deals heralds the start of a profitable and long-lasting relationship? And which will one day be filed under “Celebrity Mismatch”?

The trouble for brand managers toying with the idea of a celebrity tie-in is that for every Jamie Oliver, there is a John Cleese. Sainsbury’s extended its relationship with Oliver after research attributed a considerable increase in the supermarket’s sales to the TV chef’s endorsement.