The world may be nosier but if you need proof advertising still has cut through look to these reports of a UK supermarket chain Asda being the first word uttered by a five-month-old baby girl.

Little Imogen Barnes is heard in the video gurgling to her cooing grandmother who is heard talking about their impending trip to the supermarket.

Reaction to the Daily Mail story has been mixed with some describing it as “heartbreaking”, some saying “I’m so glad I read this story…my life is now fulfilled” while another said “how cute”.

The Networker doesn’t believe the bubs first words were spurred by advertising so much as her enthusiastic granny, but he knows Asda must love the feel-good PR waves this story is giving off. 

The brand has published the video on thier own YouTube channel with the clip pulling in more than 4,300 words.