Former EastEnders star Danny Dyer went undercover on Monday to help sell the Big Issue magazine.

Wearing a flat cap and the red Big Issue tabard, he tried his hand at selling the magazine in London‘s Tottenham Court Road alongside seller Andre Rosant.

Dyer told the Big Issue he was surprised by how many passers-by failed to recognise him, instead rushing past with heads down – an experience which Andre, who usually sells at a pitch in nearby Carnaby Street, said he is all too familiar with.

“There’s a lot of very kind people out there,” Dyer told the Big Issue.

“I understand they were probably buying because of who I am – I was signing a few copies and stuff.

“I think it’s really interesting to be out here on the streets.

“There’s not a lot of money about from anybody, everyone’s struggling at the moment, so I’m really happy we sold a few, I didn’t think we’d sell one, so I’m over the moon, I’m buzzing.”

Rosant added: “Danny made a good stab at selling it.

“But as enormously famous as he is, still people walked past and ignored him.

“The expression on his face when people did walk past, and tried to ignore him or avoid him, was interesting, because I’m sure he’s not used to being ignored or avoided.”

Dyer has committed his support for the Big Community, a new Big Issue campaign to demand more action on poverty.