The British public has a long tradition of savoring fish and chips on Fridays, and vinegar is, of course, the essential condiment. Agency mcgarrybowen’s strategy was simple. Vintage-style illustrations, beautifully crafted by Paul Thurlby, set a nostalgic tone, and the playful images remind us that Sarson’s is an essential part of the much-loved fish and chips ritual. The media for the campaign was flighted on Thursday evenings and Fridays to reinforce the Friday connection. The campaign has received a great deal of positive response from both the public and the creative community.