This week's post from the UK Consumer team comes from Love Island's biggest fan, senior programme director, Christine Reilly...

If you’re anything like the Consumer team at Hotwire then you probably discuss Love Island on a daily, if not hourly basis.

The reality TV hit is on our screens for just a few months, yet we get so hooked on the budding romances, bromances and of course the DRAMA, that we feel a connection to its stars long after the show ends.

And brands know it too. Hayley Hughes – one of the more unlikeable contestants from this series who was in the villa for just TWO weeks – has reportedly been inundated with big name brands desperate to get her on board.

So, how did she do it? For those Love Island haters out there (how could you?!) Hayley’s most memorable scene is when she admits to having no clue what Brexit is – EEK – and she was torn apart across social media for it Shocking? Yes. Humiliating? Yes. Endearing? Just maybe… And endearing is exactly what she’s played into, joining the panel of some of today’s most high profile political shows to position herself as just your average loveable Brit who simply wants to understand what the hell is going on, thus relating to the rest of us.

So what’s next for Hayley? Well, she’s off to Brussels for yet another Brexit debate… fitting in meetings with beauty & fashion brands along the way of course.