The Grocer’s Switch the Lights campaign is going well, but even we didn’t expect the support of X Factor reject Jay James, whose handsome face popped up on our #switchthelights hashtag widget last week.

The dreamy singer was featured in a photo-tweet from a Welsh mum. Admittedly, the tag may have been a reference to the fact that he was turning the Christmas lights on in Rhyl.

But who’s to say that the festive illuminations weren’t LEDs? We’re claiming it - welcome to the campaign, Jay.