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You are what you eat

From here:

The new advertising strategy follows the “Welsh miners” campaign, launched in 2006, which aimed to reposition the seedy image created by the “Slag of all snacks” and “Pot Noodle horn” ads for a more upmarket, health-conscious audience.

That’s “upmarket” and “health-conscious” as in “drinking Special Brew and eating kebabs is more upmarket and health-conscious than guzzling four-star straight from the pump and licking grease from the pavement”, presumably.

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