Saatchi & Saatchi started it. ‘V&A: An ace caff, with quite a nice museum attached,’ said the ad campaign of the late 1980s. Other slogans in the series played on themes of taste and tastiness — ‘Where else do they give you £100,000,000 worth of objets d’art free with every egg salad?’, ‘All right, the mirror’s seen better days but the currant buns are very tasty’ — but it was the ace caff quip that stuck.