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Batchelors is targeting do-it-all mums in a £1.4 million TV campaign for its Deli Box ready-meal range. McCann London created the spot, which marks the first time that Batchelors has promoted its Deli Boxes on TV. The ad opens with a group of mums strutting down a suburban street, solving people’s problems and multitasking along the way. At one point, a milkman is so impressed by the spectacle that he crashes his float into a garden, creating an explosion that the mums walk way from without breaking stride. The strapline is: "Ready when you are." The work was created by Simon Hepton and Matthew Crabtree, and directed by Joseph Kahn through HSI.