Weetabix remains convinced the best way to boost sales is to remind us there are more ways to serve it than in a puddle of cold milk.

To this end, it’s hired cheery actor Nick Frost to talk us through a few suggestions. We’re shown tumbling fruit, dollops of yoghurt, and steaming hot milk (smart for a chilly January). There’s even a butter-and-jam tribute to toast.

“Get them to eat a bit of fruit-a-bix!” Frost advises. The wordplay is a bit tortuous (“cosy-a-bix”?) at times, but his easy delivery makes this a bit less intense than previous similar campaigns, which tried a bit too hard to convince us consumers had come up with masses of weird and wonderful creations. ‘Any-which-way-a-bix’ feels friendlier, somehow.