In a month which has seen no less than three new supermarkets descend on Chester, Morrisons turned up the heat in the shopping wars by parading a giant yellow pepper around the city's streets on Thursday (November 20).
The conspicuous capsicum turned plenty of heads as it toured Chester, with people taking to Twitter and Facebook to find out more.
Later in the day, Ben Webster posted a video of the pepper coasting down Pepper Street under the Newgate.
The pilgrimage was Morrisons' novel way of announcing the launch of its home delivery service in the North West.
Chester consumers will now be spoiled for choice with where to do their weekly shop, after several chains set their sights on the city.
Waitrose kicked things off by opening its superstore in Boughton on November 6, followed days later by the new 24-hour Asda on the Greyhound Retail Park and a Sainsbury's Local on Watergate Street on November 18.
People were invited to Tweet their snaps of the pepper using #SpotThePepper to be in with a chance to win a £100 shop.