Comedian Ellie Taylor has starred for Stowford Press; now another cider brand has signed up another funny woman to front its campaign – in this case Bulmers and Jessica Knappett.

Bulmers has linked up with Channel 4 to send Knappett to a British summer festival, where she enjoys a cuppa with some contortionists, toughs it out in a drag tug of war, and helps make puri in an Indian food van. She makes a game and appealingly goofy frontwoman.

It’s a celebration of ‘British variety’ as the strapline puts it, and firmly establishes the brand’s right-on cred – though it’s less good on provenance than Stowford’s ad. In fact, the cider itself seems almost forgotten – though it does look delicious when it finally pops up.