Are you a serious mayo lover? That’s what Heinz wants to know. It’s making the most of the mayonnaise craze by introducing us to three mayo fanatics.

Fancy sandwich maker Jo is all about flavour, and doesn’t want to be interrupted by our voiceover man. Somewhat improbably, Allie takes a bottle with her to school, where she’s regarded as “smooth” for slathering it on her lunch in the playground. Meanwhile, posho Bob keeps his in a wine cooler.

Heinz seems to have missed a trick by only promoting the masterbrand and not its flavours and lighter/vegan versions (Bob would love the truffle variant, one imagines) – but perhaps that’s to come. Until then, this does an efficient job of selling Heinz’s taste cred – it’s serious about being silly about being serious.