Pilchards from Cornwall, mixed with tomatoes, are the best of the catch from Shippam's - in this short animated advert for cinemas

This short animated advert begins with a basket of pilchards set against a sea chart showing the southernmost tip of Cornwall. The port of Newlyn is prominently marked. Tomatoes appear in the animation before we close on a packshot with graphics saying 'The best of the catch in Shippam's Pilchard and Tomato paste.'

Shippam, one of Chichester's most famous family businesses, began as a grocery store in 1786, evolving into a food manufacturer by 1886. A range of potted meats and fish pastes was introduced in 1894 and Shippam's products gained hugely in popularity. The Chichester premises expanded throughout the 20th century and by 1960 the company entered the ready-meals market with a canned Chicken Supreme. After a number of ownership changes from 1974 onwards, the company became part of Prince's Ltd in 2001, and the Shippam's brand survives to this day. Various advertising agencies produced commercials for Shippam's including the London Press Exchange, later part of Leo Burnett and Foote, Cone and Belding Ltd.