Umbro: fish & chips "avec maillot" offered to fans of SM Caen, FC Nantes, and RC Lens

The kit supplier Umbro launched a marketing campaign around the 2016-17 home shirts of SM Caen (Ligue 1), FC Nantes (Ligue 1), and RC Lens (Domino's Ligue 2) by installing a fish & chips food truck at Caen and Lens on 19/07/2016, and then the following day in Nantes.

The operation was intended as a nod to the English roots of the brand, indicated Umbro France on 17/07/2016. Visitors to the food truck could indeed enjoy a free portion of traditionally prepared British fish & chips.

If they answered yes to the question "Votre fish & chips, avec ou sans maillot?" (Your fish & chips, with or without a shirt?), they were offered the 2016-17 shirt of their local club. Here, the brand made a pun out of the French homonym words "maillot" (French word for sports shirt, pronounced "my-o") and "mayo", which is short for "mayonnaise".

Umbro: Video of the "fish & chips" food truck installed in Caen, Nantes, and Lens on 19 and 20/07/2016