“What’s for tea?” This is, as Birds Eye’s new ad reminds us, “one of the big questions at the heart of family life”. You might at this point expect it to highlight the ease and convenience of its product range – it’s one of the areas in which we still have choice, after all.

However, the brand is smarter than that – doing so might have looked like profiteering. Instead it’s spliced together what looks like some home-made footage (including some still photography) of families at home, tackling the new normal of Zoom calls, home exercising and staying in to play.

There are a few shots of peas and fish fingers, but the voiceover focuses on Birds Eye’s helpful ideas – on efficient freezer stacking and fun games for the kids, for example, highlighted in subsequent, shorter ads. Warm and wise.