A few weeks back, Bella Hadid was spotted on a yacht in Saint Tropez eating David’s new protein ice cream straight from the pint before it launched. It looked candid. The paparazzi picture was sun-drenched and effortless. To stumble upon it felt like uncovering Hadid’s little secret. Stars! They’re just like us; they eat ice cream straight from the pint. Shockingly, even those like Bella Hadid. It made me want to be on a yacht on the Mediterranean eating a pint of ice cream, which tells you everything about why it worked.

But was it a paid product placement?