A system that evaluates the sustainability of food and drink products, assigns relative star ratings, and is easily accessible to consumers, stands to do very well. There are a few out there, so a good advertising campaign could make all the difference.

Wherefrom has made a strong case for itself, with a series of distinctive, deadpan ads. Each features two people, who represent rival foodstuffs: teabags, sausages, eggs and so on. A wry voiceover explains the difference (or not) between them, and the scores ping up. Simple.

What makes the ads memorable are their quirkiness. Some deliberately curious casting choices add humour, as do the curious reactions of the ‘products’ to their scores. There are lots of different ads, too – each funny and subtly different. Viewers will surely be unable to take their eyes off them.