Mumsy craft-hurricane Kirstie Allsopp has been drafted in to front Kettle Chips’ new PR push, but she’s absent from this subtle, restrained ad.

Instead we meet “contemporary embroideress” Lou Gardiner, who uses a variety of craft skills to make a nifty fabric Kettle packet. Against a folksy soundtrack and loving shots of paint pots and spinning reels, she talks soothingly of the joys of craft - of “rebellion against all this perfection”.

Let’s not kid ourselves: Kettle Chips are made in a factory. But the sentiment here feels as genuine as it is commendable, and the almost-subliminal branding is a confident move. As the series continues, Kettle - and Kirstie - will be hoping for more like Gardiner.