Joey Essex, of TOWIE fame, is known for being the king of reality TV and a regular on the glitzy UK celeb scene. Except for recently, when he spearheaded the grand opening of... a new Wilkinson's store in Lakeside.
Right.
It seemed like Joey just wanted to give a little something back to the community while posing for pics up and down the aisles (He held up some bargainous shampoo! He looked at some wall tacks!), which we have to commend. While laughing a bit. Because it's Wilkinsons. And while Wilkinsons is excellent if you want to pick up a cheap towel, it's not particularly synonymous with the TOWIE lot.
Ahead of cutting the ribbon, Joey did seem pretty excited about the whole thing, saying: "I’m really looking forward to coming to the Wilko opening, meeting the team, having a look around the new store and, of course, greeting Wilko customers too."
What is going on. And what is he going to do next? Do a meet and greet by some bins near a Tesco?
Stay classy Joey!