The new worcester sauce print ads, by M&C Saatchi, are a little like Lurpak in terms of art direction, in that they make the food the hero, and go all out for appetising irresistibility.
What's great is that the copy reveals a truth about the product - you really do add it to your cooking to add a dash of flavour. It's pretty essential in Shepherds Pie, and I recently used it to liven up a rather uninspiring Chili Con Carne. In fact, I wouldn't be at all surprised if the ad was aimed at people who already know this - either to drum in the habit, or nudge them to share the culinary tip with friends.
Also, putting my SCA student hat on, good visual mnemonics - colours, font, and decorative border all mean no need for a big logo or big product shot.
