Fish is a Fighting Food We Need More" poster
The pattern
This still is filed under Us-versus-them positioning.
Define
The buyer is invited into a side. The product is what we use. The named other is what we refuse.
Mechanism
Identity contrast. Choosing the offer is choosing a group. The out-group does as much work as the claim.
Verdict
The category is crowded
Why it works
It elevates a basic foodstuff into a vital military resource ('Fighting Food'), giving the workers a sense of patriotic duty. It makes a direct, simple demand for increased production.
Steal this when
You need to increase output from a specific group by framing their everyday product as a critical component of a larger, urgent mission.