The animation shows a pilchard in a military style uniform, leading a group of marching pilchards, crabs, shrimps, anchovies, a chicken and pig, ducks and accompanying vegetables. As they march, the song begins,
"On, on to Chichester, pilchards fresh from the sea, joined with tomato, the best you ever saw, go in to Shipman's kitchen factory"
The animated ingredients continue to march and the song describes the variety of foods used in the pastes made at the Shippam's factory at Chichester. They are joined by dancing jars of salmon and shrimp, and liver and bacon pastes. Finally, the fish hold up a banner and finish with the line "Insist on your Shippam's for Tea".