"Eat late, eat safe"

British advertisers are definitely, uh, "resourceful". I am holding in my hands the leaflet I got today with this free sandwich. Instead of saying how nice and tasty the food is (well, it is a "microwave sandwich", but we all know that honesty is not the heart of advertising), it says that "according to fire service statistics over 50% of house fires start in the kitchen [...] after a boozy night on the town". So basically, they want you to buy a sandwich not because it's good, but because you can heat it in the microwave after a night out.

So instead of "don't drive when you're drunk", it's something like: "don't cook when you're drunk".

Must be some sort of British joke.