Holly Willoughby took to Instagram to post a sweet birthday message to her sister Kelly.
The TV presenter uploaded a picture of the two together in an embrace for her 7.8million followers to enjoy.
She captioned the image: "Happy birthday to my beautiful sister @ladywilloughby …. Love you so so much… always (heart emoji)."
Holly's trademark blonde locks were waved and tucked behind her ear while she was dressed in a beige jumper.
Kelly was wrapped up warm in a black duffle coat with her dark hair worn down.
The two sported big smiles as they stood together in front of the serving hatch of a catering van.
Alongside posting birthday messages, Holly's followers were quick to point out the likeness between the sisters.
One user wrote: "You look so alike in this picture! Happy Birthday (party emoji)."
Another commented: "Apart from the blonde / burnette- twins (two heart emojis)."
"It's you with black hair !!! …. Happy birthday (cake emoji) x," said a third.
A fourth said: "Happy birthday Kelly. You both look so alike. A part from the hair colour of course."
"Happy Birthday….image of eachother xx," wrote another.
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Holly was recently blamed for the low ratings of her ITV show The Games.
One of the reasons was that the celebrity sports gameshow clashed with Holly's other show on BBC1, Freeze The Fear, which has a similar format.
Viewers also complained about the quality of the show, taking to social media with comments like, "If this was on the BBC I’d demand my money back", "This reboot is a bit naff" and "This rubbish is on prime time every night this week".
The show lost 500,000 viewers in just 24 hours.
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