Virgin Group's founder and chairman, Richard Branson, is a notoriously huge fan of April Fool's Day, and he enjoys using it as a way to score some marketing for his brands and trick the media and public in the process. However, one of the biggest pranks he ever pulled backfired. Sometime in the '90s, Branson decided that his early Virgin Records business partner, Ken Berry, was going to be his target. He invited Berry and his girlfriend to a nice late-night dinner, for the purpose of distracting them while some "hired hands" broke into Berry's apartment to take everything. When Berry arrived at his emptied apartment, actors posing as police would follow him in to interrogate him and dust for fingerprints before Branson would pop in to yell "April Fools!" and move everything back in. That didn't happen. Branson left the table only to take a phone call and came back to find that Berry and his girlfriend had left. Not knowing what to do, he headed for home and was greeted by his wife who told him Berry's apartment had been broken into. Branson decided the joke was long past spoiled, and he called Berry to come clean. However, Berry had already filed a police report. Before Branson had a chance to remedy the situation, the cops showed up to arrest him. They took him to the station and tossed him in a holding cell where he spent the entire night and next morning before two police officers took him upstairs to charge him with "a dozen or more offenses including wasting police time." Confused, tired, and ashamed, he stepped outside into the daylight and was greeted by Virgin Records staff, led by Berry and police. "April Fool!" they yelled. Branson then learned that after he had confessed to Berry, Berry asked officers to drop the case.