Top Gear television presenter Richard “Hamster” Hammond’s series of sadverts(!) for Morrison’s are being credited with boosting the supermaket chain’s sales.

We know why too.

While Morrison's essential northerness reeks of beef stew and dumplings, hot pot, potato pie jam roly poly and other traditional meals which are enjoying a renaissance during the recession, shoppers are really flocking to Morrison’s in the hope of seeing Jeremy Clarkson leap out from behind a stack of baked beans and blow up The Hamster’s shopping trolley.

On a serious note however, Morrison’s success is more likely to be due to their selling Poole’s pies. Poole’s are the best pies to come out of Wigan which everybody knows is the Mecca of pie eaters. Everybody except fatsally who doesn’t eat pastry (but does eat pasta – strange) loves pies even more than they love hamsters.

Comfort culture and comfort food