Like many farmers and non-farmers out there, the “Who’s taking the horse to France?” Kerrygold ad holds a special place in The Dealer’s heart.

The storyline, the family dynamic, the flash of a promise in bright eyes - it was as golden as the butter it was representing.

However, the latest advertising offering on behalf of Ireland’s most famous butter brand left a taste as bitter as bargain basement margarine in The Dealer’s mouth.

I don’t know whether the horse’s appearance fee went up in the intervening years but surely Ornua has the loose change and a carrot to seal a better deal?