‘Pasty’ and ‘scary’ – two words I wouldn’t expect to see in the same sentence. But a well-known bakers’ in-store posters (spotted by the brilliant comedian David Ephgrave) are currently advertising a ‘scary’ chicken madras pasty. What could possibly be frightening about food? Ah…food poisoning. Not convinced they’ve thought this one through.
I honestly believe that, if a theme isn’t at all relevant to the product you’re promoting, it’s best not to use it. Otherwise, it can come across as desperate or downright confusing.