John Lewis might produce the adverts to look out for at Christmas, but Marks & Spencer may have just won the Valentine's advertising game.
When we think of M&S, we think of the sophisticated adverts showing a fork gliding through a chocolate fondant, as the melt in the middle goodness oozes out and someone with a voice soft enough to bring world peace tells us it's not just any pudding.
But it turns out they have a very cheeky side too, with a Valentine's post on social media leaving one customer believing they had mistakenly navigated to the Ann Summers website instead, as reported by Manchester Evening News.
They've hinted at their risquè side before after the release of the giant love sausage, a heart-shaped pork treat wrapped in bacon which returns to the shelves on February 14.
This year they've taken it a step further, sharing a picture of a new love cucumber on Facebook writing: "You've heard of the Love Sausage and now it’s time to try our Love Cucumber!
"Actually heart-shaped and a world first, it’s been grown exclusively for M&S - just the thing for adding to your Valentine’s G&T. The Love Cucumber is a VERY limited edition and is only in 94 of our biggest stores, so get it while you can!
"Who will you share your Love Cucumber with this Valentine’s Day?"
Yep. You can now buy a cucumber in the shape of a heart - and shoppers were loving the cheeky take for the most romantic day of the year.
One commented: "M&S you have THE BEST sense of humour. I love this idea!"
The store replied to say they were glad the love cucumber had 'tickled her in the right place' and it was all getting a bit too much.
A second commented: "Oooooeeerrrrrrr M&S. What will my mother say about this."
A third joked: "This is risqué for you M&S."
Another said: "I've got my love sausage, best get myself a love cucumber now."
And one was even left a little confused, writing: "Thought I was on the Ann Summer's site."
The Love Cucumber is available in stores now. We're a bit worried about how they are going to top this one next year...
