It's not every day food and drink PR stunts turn into world record attempts.
Asda and duck giant (if such a thing exists) Cherry Valley are gearing up to sponsor the inaugural Great Yorkshire Duck Race, which will use 'artificial' ducks, rather than the feathered a l'orange kind, for a 1km dash into history.
The charity event, embodied here by former footie ace Lee Sharpe, is going for the coveted 'most fake ducks used in a race' title.
Organisers say it will be 'Yorkshire's premier event of the summer'. Hmm.