Picture this: a video of a skydiver, arms spread, plummeting through the clouds, with bold documentary-style captions narrating the exhilarating journey. The camera rockets into space, then zooms quickly back down to Earth – and straight into the fluorescent aisles of the Walkden ‘Big Tesco’.

In a move that’s as surreal as it is strategic, Britain’s biggest supermarket has gone full Gen Z, with this latest TikTok video a bait-and-switch classic that taps into the social media platform’s latest viral trend.