Summary.
This is the story of how David took on a gang of Goliaths with nothing but a packet of fettucini, a handful of pistachios, a bag of mushrooms, some scallops and a jar of horseradish.
It tells of how a challenger brand stayed true to its brand principles despite temptations to the contrary, and how a strategist's late mother turned a potentially dry message about pricing into a popular crusade for fairness by swearing nicely.
Lastly, it shows how earning the censure of the ASA can win the approval of the Great British Public, adding fame to mere awareness...