Tilda’s impressive ‘Elevate Your Plate’ campaign appropriately manages to elevate a couple of established food ad tropes, too.

The first of these is the voiceover poem. These are usually godawful – but this one stands out by being composed mostly of rhyming couplets, which are largely pithy and clever (apart from when it rhymes ‘one’ with ‘everyone’). And there’s some fancy food photography: again, the images here are superior to the usual oozy shots, with flying fish and sped-up pumpkin carving particular highlights.

Our family-focused star comes across as someone who’s embraced home cooking in lockdown – as surely many of the ad’s target audience will have done. They’re sure to be impressed by the dazzling number of serving suggestions and top-notch presentation here. This is how it’s done.