Asda provides proof – if any were needed – that supermarkets are taking Veganuary seriously, with its boldest non-Christmas ad for ages.

A wry voiceover from comedian Diane ‘Philomena Cunk’ Morgan details the new year getaway of ‘Katie and Simon’. Katie wanted adventure (a cutaway shows the couple in full get-back-to-nature mode, surrounded by wolves and fire), while Simon wanted to relax (in a spa-based mud bath), we’re told. The couple’s compromise ensures they get the worst of both worlds.

So? ‘Don’t Compromise’, Asda tells us. Its evidently huge plant-based range is delicious and comes “at Asda prices” (a sister ad trumpets its 22-year Grocer 33 winning streak), it says. Geddit?

It’s original and funny – and while Asda’s ads sometimes feel as cheap as its products, this is a classy production, too.