Millions of viewers will be glued to their TV screens tonight to see who wins the final of Masterchef and as usual hear the name Michelin (as in Michelin starred restaurant) bandied around.
Of course the words Michelin and tyres will never be juxtapositioned together on the hit BBC2 show.
But the French tyres company pulled off a stroke of genius when they hitched their wagon to the food industry nearly 110 years ago.
For while Pirelli have got their iconic calendar and Goodyear have got the blimp, Michelin must take the biscuit – or the hazelnut tuile (pronounced tweel as in is an experimental tyre design being developed by Michelin ,we did not make that up!) when it comes to getting your name out there.
Who’d honestly have thought when Michelin published its first restaurant guide in 1900 to help motorists find a good place to eat – along with a garage to change their tyres – while they were tootling around the French countryside, that the name of a tyres company would end up peppering one of the most entertaining cookery shows in the autumn TV schedule.
Roll on tonight’s final!
Denna Bowman, Head Office