MEDIA CHOICE: Ian Darby, the Campaign media editor, chooses Fray Bentos' sponsorship of dart players' shirts at the recent World Darts Championship

"Meat pies, even those that come in tins, are a classic component of a real man's diet. Fray Bentos has realised this and its current advertising focuses on celebrating real British men. This will culminate in a roadshow over the next month or so called 'The Fray Bentos Real Man Challenge'.

"To support this, it has entered into the perfect sponsorship, taking space on the shirts of all the combatants in the recent BDO World Championship at Lakeside. Goliaths such as Andy 'The Viking' Fordham (pictured) sported the Bentos logo as they appeared during the BBC's extensive coverage of the event. The Bentos brand is an immaculate fit with both the live and broadcast audience of the darts. The only shame for the brand was that, with an array of British talent on show, a Dutchman won the tournament."

Client: Fray Bentos

Medium: Shirt sponsorship

Media planning and buying: Gavin May at Naked Communications

Creative: Mother

Brief: Leverage the core creative idea of celebrating real British men

and real British pies

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