The campaign, created by agency Mcgarrybowen, introduces two characters - a fish and a chip couple who share their Friday nights together dousing themselves in Sarson’s Malt Vinegar in various ways.
For instance, one execution features the line 'Cheers to Fridays' and shows the characters clashing beer glasses full of vinegar.
The ads are running from today (12 September) in press including the Daily Mail and Daily Express and will appear until 12 December.
Sarson’s used to be owned by Premier Foods, before being acquired by vinegar and pickles firm Mizkan Europe - a £41m deal that saw the Japanese food group also acquire Haywards Pickled Vegetables and Dufrais vinegars.
Mizkan is investing £250,000 in promoting Sarson’s over the next 18 months, reminding consumers of the joys of a fish and chip supper on Fridays.
Noa Hasegawa, Mizkan Europe’s brand manager for Sarson’s, said: "We’re really proud of our new adverts and we hope they spark conversations whilst reminding consumers that this end of the week treat is only complete with Sarson’s."
The campaign is being supported by PR activity.