What’s the best way to convey a price-led approach? Why, great big price tags, of course! Every grocery item in this ad’s picturesque kitchen is adorned with a hovering illustration of what it costs - ie not much. Subtle it ain’t.

But it’s not meant to be subtle. Everything here is everyday, from the reassuringly chirpy and familiar music (The Coral’s In the Morning), to the busy breakfast scenario playing out.

dairy farmers might baulk at the £1 hovering as a little girl struggles with a huge four-pinter of milk, but Tesco is after the masses. And while some posters on thegrocer.co.uk argue that the cuts confirm prices were too high before, the reassurance that they are “down and staying down” ought to have a long-term effect.