“Where does cheddar come from?” For some, it’s a puzzler – though of course there are trickier questions your kid could ask.

As the dad in this ad hesitates, a passing cow takes the opportunity to provide his curious young lad with an answer, which is, of course… earthworms. Yep, as our clued-up bovine explains, they “make soil richer for the grassiest grass”.

It’s good to see a brand recognising all the factors that contribute to its value: welfare gets a shout-out, too (“a comfier cow makes milkier milk”) as does the expertise of Cathedral City’s tasters.

Its ‘Our Make it Better Cheddar’ slogan suggests quality, as well as the solace a nice cheese toastie – such as the one the on-screen pair enjoy – can bring.