Faced with 24-hour news images of ’Z’ daubed military hardware shelling civilian populations, the retailer is opting for a less confrontational way to promote its services.

An Ocado spokesperson said: ”Our thoughts are with the Ukrainian people and everyone impacted by Russia’s invasion of their country. The human tragedy unfolding in Ukraine, and the refugee crisis along its borders, has shocked the world.

”As an organization, we have contributed £150,000 to the DEC Ukraine crisis appeal to help provide food, first aid, shelter, medicine, clothes and other aid to those most in need.”

Western brands – most recently Nestlé – are engaged in a headlong rush to exit Russia, fearful of the catastrophic damage to their reputations from continued association with an authoritarian dictatorship.