Today, I saw this for sale in the BBC shop at Television Centre, and since I had to suffer it, I'm spreading the misery to you too.
No. No, that just won't do. It's not that the time/thyme pun is up there in the gallery of over-used pun infamy with 'Eggstravaganza' and 'Purrfect'. Well, it is that, but that's not all it is. It's that they've managed to use that hackneyed old pun in a context where it doesn't even work... and it doesn't work not just once, but twice over.
They have a wooden spoon with a The Archers logo on it. They need - and I use the word 'need' in the loosest sense imaginable - a jaunty punning phrase connecting the worlds of The Archers and wooden spoons. They've gone with 'thyme', which as far as I know seldom or never comes into contact with a wooden spoon during the cooking of anything; and 'time' as in, sometimes it is the 'time' that The Archers is on.
So, in full, the 'joke' - see note for 'need'- reads like this: This wooden spoon is found in the kitchen, where you might also find the spice thyme, which is a homophone for the concept time, which is a dimension in which popular radio soap The Archers exists, (as does everything else on Earth). So, in a very real and humorous sense, this spoon means that it's "Thyme" (!) for The Archers!!!!!
You may ask if I have a better pun to put on a wooden spoon promoting The Archers. I couldn't be more proud to say that I do not. Why, do you?
P.S. Good, that's Radio Four ticked off. After all, what has it done for me today, apart from broadcasting the third episode of Cabin Pressure, and an episode of the Now Show I wrote for. But that's all!