Plenty of big companies boast a celebrity endorser these days, but GlaxoSmithKline scored a coup when it recently signed restaurateur and vintner Joe Bastianich, who runs world-famous restaurants including Manhattan’s Del Posto and Babbo, and serves as a judge on Fox’s MasterChef. Bastianich doesn’t do the pitchman thing for other people’s brands, but he’s put his name on GSK’s Blueprint to Quit stop-smoking regimen for one reason: Nearly a third of all restaurant employees are smokers (one of the highest rates for any industry), and he used to be one of them.
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