Knorr’s tie-up with Marco Pierre White seems pretty solid. So it’s a surprise to see another chef fronting its new gravy pots ad.

Igor Zago isn’t famous like Marco, but he certainly has the requisite enthusiasm for Knorr’s gelatinous meat pots - he created them.

The ad begins with an amusingly clumsy, faux-Super 8 evocation of ‘old-fashioned’ gravy making. Then we are shown the modern way: just plop a pot into some water. It certainly looks easier, if less romantic.

Igor is likeable and northern, so has one thing in common with Marco. But he is unable to shake off his fellow ambassador. A White doppelgänger hovers in the background, as if to warn Zago not to get too comfy in his seat. Will we ever see Igor again?

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