The ASA have also censured Waitrose, for implying that the pork they sold was from pigs that lived outdoors, when in fact they were inside for most of their lives.

The advertisements, which misleadingly suggested that Waitrose animal welfare standards were higher than they really were, featured two chefs paid for their endorsement, Delia Smith and Heston Blumenthal. Blumenthal had the most cringe – making part to play when he was shown some pigs lying on a bed of straw in a sty and told the farmer: “I’ll tell you what, right now, I wouldn’t mind getting in there and having a lie down. That looks pretty comfortable, doesn’t it?”

Sadly, for some, Blumenthal didn’t also say he wanted to share the rather less comfortable upcoming slaughterhouse experience with the pigs.