Melanie Sykes played a prank on shoppers as part of a Red Nose Day campaign.
The 46-year-old television and radio presenter wreaked havoc among customers at a Sainsbury's store in Fulham, London, which saw her allow the public to carefully position the final red nose toy on a pyramid sculpture.
The perfectly-built model was cleverly programmed to collapse as soon as the final and ultra-rare Silver Nose was placed at the pinnacle of the tower containing one thousand noses, which left a number of consumers red faced by the blunder.
Although the gag was to encourage people to buy one of the nine new character Red Noses launching this year to help raise money for Comic Relief, the brunette beauty felt "a little guilty" seeing some people's reactions when they thought they had ruined the display.
Melanie said: "I had so much fun working with Sainsbury's on this prank for Red Nose Day. People really didn't have a clue what was going on. There were times when I felt a little guilty for how bad some people felt as the sculpture collapsed! They were so relieved when they realised it was part of a set up.
"Having fun, making people laugh and doing good is what Red Nose Day continues to be about, so it was fantastic to help promote that message and make some mischief with colleagues and customers - all for a good cause."
The supermarket enjoyed partnering with Melanie to carry out the practical joke.
The store's Sponsorship Manager, Pete Ward, said: "Melanie was great fun to work with for Red Nose Day, bringing her warm, friendly personality and good humour to both our colleagues and customers.
"We are proud partners of Comic Relief and last Red Nose Day ... we're hoping that our efforts this year will continue to make a really big difference to those in need, both in the UK and across the world's poorest communities."
All Red Nose Day products are available to buy in Sainsbury's stores and online, and will see profits from each sale go towards Comic Relief to help change the lives of people in the UK and in poverty-stricken countries across the globe.
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