Lidl’s #LidlSurprises campaign has - inevitable hashtag aside - provided a pleasingly fresh take on fresh food. Its new beef ad is a short conversation between consumer and farmer that reassures with its straightforwardness.

The ad for its fresh strawberries again shows the retailer directly engaging with shoppers. It starts with a tweet - ‘Lidl strawberries will probably have gone to seed by the time they reach the shelves’ - from Ros, who presumably dodges the discounters.

We’re immediately taken to a polytunnel in which a grower takes us through the “race against the clock” to get his strawberries picked in “prime freshness”. The fruit can be in Lidl stores “the next day”. A simple, elegant riposte.