It’s a mark of how far it’s come that Quorn no longer even alludes to its meat-free nature. And now its deal with Mo Farah has come to an end, Quorn is getting even more confident, with two ads selling its products on taste alone.

Similar to, but less nauseating than, Tesco’s ‘food love stories’, these ads show meals made quickly and easily for specific situations. So a late-from-work bloke cheers up his missus with her favourite spag bol, while a book club gets a stack of tasty-looking (if impractical) club sandwiches.

It’s all themed around a ‘Q&A’ (with a big Q, naturally), with premium production cues to reflect its swanky new packaging and even a celebrity voiceover - Alan Davies from QI. Classy work.