The Have I Got News For You panellists chuckled at the concept of the ‘milky drink usage occasion’ when The Grocer’s story about AHDB Dairy’s campaign was mentioned the other week. And it does sound a little strange – the idea of bonding over a tea or coffee is a much simpler sell.

But “milk is often there in our moment of connection”, the ad tells us, over a montage of clips of… er, people dancing, mostly. There are a few hot drinks hoisted aloft, and some business in which bottles of milk are used as dance props – but we don’t see many of those occasions.

Still, maybe more will come from the call for consumers to share them online. Meanwhile, the dancing dairy farmer duo and their cow crowd are brilliant, and there’s a valuable show of support for mental health charity Mind, too.