Have you noticed that it’s Terry Wogan who intones ‘Every Little Helps’?

That’s fine. His personal brand is seemingly a good fit with a family supermarket.

A spokesman for Tesco says: “Everyone loves Terry. He’s got such a wonderful, warm voice and he’s instantly recognisable. We’re delighted to associate our brand with him.”

But why would the scripts be written as though Terry actually works there? We all know he doesn’t stack shelves. He doesn’t need to, with his legendary broadcasting career and reported £20m fortune.

Please, Tesco, stop Terry talking about ‘we’ and ‘our’ when referring to your shops; call it ‘them’ and ‘their’ and I might take your ads a little bit more seriously.

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