Dairy Crest has been manfully battling write-downs, site closures and contract losses lately.

Its annual report to investors sported some jaunty imagery of free running or parkour - that’s lithe blokes hurling themselves over urban scenery for japes.

Perhaps the idea was about overcoming obstacles. But did it send mixed signals to illustrate a brochure entitled ‘Doing the Right Thing’ with a bloke jumping off a tall building?