Will

Yeah, because I think, you know, I've seen Aldi and M&S, or, you know, Aldi hilariously sent Colin the Caterpillar past M&S headquarters.

And I just think, come on, like, this is a bit 10 years ago, isn't it?

A lot of...

Beer Mappella it's called, yeah.

Yeah, because I had a clash with Heck Sausages, which is a great brand, you know, really good brand.

And they basically did a knockoff of, and I can understand how frustrating that must be.

I mean, I must admit, Aldi in particular, their buyers are absolutely amazing.

Like the way they get trending products.

I mean, yeah.

I went to pizza.

I mean, an example of this is I went to Pizza Pilgrims and they do like a nine cheese pizza, which is amazing.

And it's got a big ball of burrata in the middle.

And it's like their big selling pizza.

Next week, I started seeing burrata appearing, which you never see in any supermarket.

Suddenly burrata is appearing in Aldi.

And they've got such amazing insight, haven't they?

So they benefited from it.

So is that an illustration of you being in the role for a long time, therefore you've got longstanding, you've had longstanding agency?

Evolution, not revolution.

Well, this has been an absolutely fascinating chat.