Aldi’s new ad introduces us to Ann, who voiceover king Dave Lamb (from Come Dine with Me) immediately tells us “doesn’t like Aldi”. The park she’s in with her kids falls deathly silent.

Ann’s shaming continues in a barn, where a stroppy farmer grouses “so you don’t like 100% British beef?”. A granny quizzes her about not liking craft gin before others pop up, bemused by her apparent distaste for Specialbuys or good value. Of course, by the ad’s end Ann is a convert, claiming disingenuously (and a bit weirdly) that it was the supermarket’s logo that she wasn’t keen on.

For the most part this is fun, bouncy stuff, but it’s hard not to feel a bit hectored on Ann’s behalf. Is this a good way to convert doubters?