Dutch foreign minister Stef Blok launched a new campaign urging Dutch businesses to get ready for Brexit next month – in which the starring role is given to a hairy blue monster.

‘Have you checked the consequences Brexit will have for you or your company,’ Blok says on Twitter, while posing next to an office desk. ‘Make sure Brexit does not get in your way.’

Heb jij al gecheckt welke gevolgen Brexit voor jou of je bedrijf heeft? Doe de Brexit Impact Scan op https://t.co/eytAlAwphK of kijk op https://t.co/U64nYectmE. Zorg dat Brexit jou niet in de weg zit….of ligt. pic.twitter.com/LWKOLnLPQl

— Stef Blok (@ministerBlok) February 14, 2019

Commenters have asked if Sesame Street character Pino has lost his way or if leading Brexiteer Boris Johnson has had a blue rinse. Others have dismissed the campaign as infantile and embarrassing.

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The aim of the campaign is to encourage companies to visit the foreign ministry checklist where companies can find out more of the likely impact of Brexit on their operations.

At the beginning of this month, the Dutch customs office wrote to 72,277 Dutch firms which do business with the UK warning them to make sure they are properly prepared for Brexit.

The service’s general director Nanette van Schelven told the Financieele Dagblad in an interview it is ‘high time for action’ because many companies are not ready to deal with the consequences.

The fluffy monster campaign was launched a day after Dutch prime minister warned that a no-deal Brexit will have a ‘devasting’ impact on Britain.