The big four have all come up with ads addressing the new rules of shopping. Tesco’s ad stars its staff, while Sainsbury’s has a text-based approach. Both are fine, but Asda has gone a step further and wheeled out its CEO.

“It’s never been more important to pull together,” Roger Burnley tells us, going on to reassure over shoppers’ two key concerns – availability and safety. He asks customers to stay two metres apart, only touch what they intend to buy, and to use cashless payments. He also goes on to praise store staff – many of whom will of course see the ad.

It’s a solid, reassuring performance from Burnley. His appearance underlines the seriousness of the situation – but gives it a friendly face, too.

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