Shippam's Pilchard fishermen at sea

Pilchards are great but Cornish pilchards are even better - especially when they've been selected for Shippam's - as this advert lets you know

This largely rostrum based advert starts with images of a fishing boat and a tin of pilchards before showing a table laid out for a meal. On the plate are pilchards from Shippam's. The advert ends with a packshot featuring a can of Shippam's pilchards in tomato.

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.