Welcome to Cornwall. It’s raining. This doesn’t stop the locals from doing it dreckly though. Ginsters’ new ad shows them riding bikes, lifting potatoes and – of course – surfing.

The bleakly beautiful landscape, darkly lit, will be familiar to any tourist who’s visited the county for more than a few days – and it gives Ginsters the opportunity to sell itself as a comfort food to warm body and soul, even though it’s summer. As a song about the ‘Cornish way’ plays, we see the surfers emerge from the sea and tuck into steaming hot pasties.

Point Break it ain’t, but it gives the brand a bit of real-ness – and the ‘from a land where comfort matters’ slogan cleverly conjures some of Cornwall’s other culinary delights. Anyone for an upside-down cream tea?