‘Chips Glorious Chips’ was a musical tribute to how great a plate of crisp, hot McCain’s chips at the end of a long day are. Conceived against the threat of a junk food ban in the UK, we re-wrote the beloved musical number from Oliver! to highlight that McCain’s products are healthier than consumers had been led to believe.

The result was an all-singing, all-dancing extravaganza, that gave real people the permission and proof they needed to enjoy their favourite mid-week food, without fear of condemnation from pretentious middle-class naysayers or tabloid-baiting TV chefs.