Singing sensation Peter Andre has prompted a new council campaign in Redditch against the town being labelled 'miserable'. 

The famous face was a huge hit at the Christmas light switch on event with thousands of residents gathering to celebrate the festivities. 

Despite the success of the event, last year the town was revealed as the second most miserable place to live in data from the Office for National Statistics (ONS). 

After the singer took to social media to challenge the unfair moniker, Redditch Borough Council were inspired to respond and showcase the town's strong community spirit. 

Leader of Redditch Borough Council, Matt Dormer, said: “You hear these people claim we’re supposed to be the second most miserable town. But then we go out there and see all those thousands of people loving it at the lights switch on, welcoming Peter Andre, getting in the spirit, having fun in Redditch. 

"Wherever you look in Redditch people are pulling together and doing something good in the community. So we thought OK then, let’s show just how miserable we are.”

The #MiserableRedditch campaign seeks to turn the table on the negativity aimed at the town and urges residents, businesses and partners to share photos and stories that show a different side of Redditch. 

Councillor Dormer added: "Yes it’s a bit of fun but I am proud to live and work in this town. I know that most of our residents are far from miserable and this label around our necks is unfair.

"Of course, we can have a bit of a moan, but our community spirit is second to none which was evident during Covid when we all pulled together to help one another. 

“We can show the rest of the country all the reasons why we are proud to live, work and visit Redditch.”

#MiserableRedditch kicks off depicting the crowds enjoying the event organised by Embrace Redditch which saw Peter Andre tweeting that Redditch people were ‘lovely, lovely, lovely’.