Holland’s Pies is livening up a traffic jam near you with a fun new game: Pie Spie!

The dubiously spelled pastime is a throwback to the Eddie Stobart-spotting joys of all our boring childhoods before iPads were invented. But this time there’s prizes!

Fifteen Holland’s vans have been wrapped in Pie Spie branding, bearing the brand’s five “flavour variations”. All you have to do is spot them, then log where and when on the Pie Spie app (looks like you will need that iPad after all).

In return, eagle-eyed eaters could win “limited-edition” branded merchandise, including caps, t-shirts and bags (not quite James Bond, but the spy who loved pies is more likely to blend in than tuxedo hovercraft gondola-man).

But these are consolations… the main prize is a year’s supply of pies! In Bogof’s world, that’s at least 730. You better hope we don’t win, Holland’s…