Recent Sainsbury’s ads have seen shoppers able to converse with the disembodied voice of Stephen Fry. Now the plummy polymath is back to help the retailer explain its personalised Your Nectar Prices perks.

“In the Nectar app, you’ll find personalised discounts on up to 10 things you love,” Stephen tells grateful shopper Wayne – who is astonished further when a member of staff turns around to reveal ‘Waynesbury’s’ on the back of his top. Bags, signage and even lookalike staff members underline how personal the deals are – until it’s time to leave and let next customer Elaine get the treatment.

It’s original and clever – finding a twist on the name of a store that’s been around for 156 years. But what if you don’t fit the rhyme scheme? Unless you’re called Jane, Hussain, or, erm, Michael Caine, you might feel a bit left out.

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