Stowford Press is playing up its local sourcing - it says it only uses apples from within 50 miles of its Herefordshire mill - in its new ad.

To do that, it’s hired comedian Ellie Taylor and adventurer Alastair Humphreys to explore said land. The pair are shown traversing its idyllic streams, building bonfires and admiring its views - finding time to lob a stick at an innocent fisherman, too. They’re a fine comic duo, with Humphreys’ outdoorsy persona a perfect foil for Taylor’s urbanite.

When rain threatens, Humphreys points the way to a pub (“still within the 50 miles”) and the thirsty duo set about ‘exploring’ a couple of pints. A fun way to let Stowford Press drinkers know about its perhaps unexpectedly premium provenance.