I think I’ve found the weirdest food marketing ploy since special edition Elton John Marmite.

The other week we decided to get some nice burgers from the butcher and have a home made burger night. (It was absolutely banging, thanks for asking.) We needed cheese for that, obviously, so we got ourselves a pack of sliced Jarlsberg.

The cheese was, as you would expect, perfectly aged for maximum flavour, a source of calcium, high in protein, and somehow lactose free. (I don’t understand the last bit, it’s cheese, but OK, that must be something to do with the secret recipe.) But this Jarlsberg has another, much more unexpected, property.

Yes, this is the official cheese sponsor of The Devil Wears Prada: The Musical. Not the film, you understand, no – presumably another cheese sponsors that. But Jarlsberg is the cheese providing the financial backing for the stage musical, and presumably reaping the benefits of the show’s fans when they come pouring out of the theatre, hungry for cheese, and all rush to the dairy aisle of the nearest supermarket to get themselves a pack of ten slices of medium strength Dutch cheese.