Aldi UK highlights, in its latest advert, that its everyday fresh meat is 100% British and Red Tractor assured.

“We know how committed British farmers are to bringing you Great British produce. That’s why we’re committed to them. We were the first retailer to sign up to the NFU Fruit and Veg Pledge. And all our everyday fresh meat is 100% British and Red Tractor assured,” the voiceover says on the 30-second ad, urging viewers to enjoy, this weekend, a great British roast.

The spot, set against a countryside landscape, features British farmers as they work and then get ready to eat a British roast. When one of them asks if there is any French mustard, everyone at the table is left speechless. “What?” he asks, seeing the look on their faces.

The British retailer’s offering in terms of meat also includes “100% British succulent roasted chicken drumsticks,” “ready to eat, 100% British succulent roasted chicken thighs,” “ready to eat, 100% British tender roasted whole chicken,” and “ready to eat tender roast British chicken”.