If you've been on Twitter this morning, you might have been greeted with posts proclaiming "Happy Platty Joobs".
And much like Marmite, you'll likely either love or hate this nickname for the Queen's Platinum Jubilee.
The Jubilee kicks off today with Trooping the Colour, where the Queen is expected to make an appearance on the Buckingham Palace balcony and ends on Sunday with the People's Pageant - when we shall see her Majesty once more.
And you're undoubtedly going to be seeing and hearing 'Platty Joobs' a lot more over the weekend extravaganza, as we celebrate 70 years of Queen Elizabeth II on the throne.
The phrase, which is said to have been started by Ghosts actor Kiell Smith-Bynoe, has gone viral and been trending online, diving Brits, with some saying it's the "best thing" to come out of the Jubilee and others branding it "cringe" and a "crime".
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One person tweeted: "My toxic trait is I physically cannot stop calling the Platinum Jubilee the Platty Joobs."
Another said: "I wasn't interested AT ALL until it's been renamed the Platty Joobs, now I'm all over it. Stick the Union Jack on my forehead thank u."
Someone else wrote: "Just saw someone referring to the Jubilee as the Platty Joobs and it has sent me over the edge."
"The Platinum Jubilee being called 'the Platty Joobs' might be the worst thing to have ever happened in my lifetime. And yet... I've started whispering it to myself," admitted a different user.
A fifth posted: "Whoever invented Platty Joobs can get in the sea with Hollibobs where they belong."
While a sixth claimed: "If I hear someone say 'Platty Joobs' I may well be arrested for a serious crime involving violence."
Even big brands have been getting in on the Platty Joobs action, with Greggs saying: "Enjoy your Platty Joobs sausage roll Your Majesty."
Lidl also took to Twitter to share a "Platty Joobs starter kit" featuring sausage rolls, pink prosecco and a muffin.
And Robena shared a snap of Prince Harry and Meghan Markle lookalikes on a balcony, adding: "We didn't want anyone to miss out on the Platty Joobs balcony party, so we made our own."
What do you think of the Jubilee nickname? Let us know in the comments below.
