Waitrose boss Mark Price called on celebrity friends to donate their voices to the grocer’s new ad campaign last week.

Price persuaded Great British Bake Off star Martha Collison (who works on the cheese, not the bakery, counter in Waitrose’s Sunningdale store) to take part.

TV presenter Philip Schofield, who was helping unveil the grocer’s Food and Drink Report at the North London event, also joined in.

Waitrose is asking the public to record themselves singing Dolly Parton’s Try for its festive ad. Retail Week can confirm Price’s voice ain’t half bad. No doubt he will be hoping Waitrose’s Christmas offer will also be on song.