Waitrose is – rightly – very pleased with itself about its Better Chicken Commitment pledge. And what better way to trumpet the news than with an actual trumpet?

Said brass instrument comes courtesy of The Horne Section, the comedy band of Taskmaster ‘assistant’ (and creator, of course) Alex Horne. Horne leads a reworking of kids’ song Chick Chick Chicken that explains the concept and details Waitrose’s caring nature and huge range, as the band larks about on a farm.

It’s cleverly written, smuggling an impressive amount of information in with the tongue-twisting, chicken-checking wordplay. It’s well-timed, too, with a new series of Taskmaster starting this week. The only downside is that it’s so deeply annoying that before it’s finished you’ll likely find yourself wanting to egg your local Waitrose (with high-welfare eggs, naturally).

The flipside of ‘annoying’ is of course ‘memorable’ – so with message delivered effectively, Waitrose might be well advised to keep this ad’s time in the spotlight short.

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