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- Agency: mcgarrybowen
- Location: London
- Client: Sarson’s Malt Vinegar
- Name: Perfume, Pint, Bath
- Category: Print
- Why I like it: Rule one is to stand out from the crowd, and the lovingly-crafted vintage look of this campaign certainly delivers (I’m a sucker for the “vintage” look.) Delivering the benefit then becomes a must, and these ads make it clear that Sarson’s is a key ingredients for enjoying fish and chips. Most ads don’t even make it this far…and yet this campaign takes it one step further: the idea about a romantic affair between the fish and the chip adds a sparkling twist, which they really go for in the “perfume” ad – the intimacy between fish and chip (with the brand in between) is as endearing as it is ridiculous. And that’s why it works. Slightly odd, totally cool.