“This is Beaver Farm.” Wait, what? Yep, even some of the food and drink sophisticates at Grocer HQ didn’t know how drinks brand Belvoir was pronounced – so the brand’s first ever TV ad addresses that particular misconception right out of the (farm) gate.

We get to see said farm, and meet the team, to learn how they do things: “the proper way, not the easy way”. It’s alive with bees and wildflowers, and local fruit pickers, like an affable bloke called Dave.

Another misconception – that all product should be uniform – is smashed, as the voiceover reveals “our drinks change colour with the seasons because… so does fruit”.

It feels refreshingly simple, perhaps surprisingly for an ad so packed with information. The ‘Welcome to Our Wild’ line reinforces the local feel, too.