Full marks to Eric Cantona for not taking himself too seriously in this vision of an alternate reality in which hop farmers are treated by an adoring public as if they were star footballers. Cantona plays his faintly bemused role perfectly, and the ad offers a gentle humour that’s bound to have won Kronenbourg a few new fans - particularly in the NFU.

See the full list of The Grocer’s Top Campaigns of 2013.