Fry's advertising sign sold for £5500 at the Lindsay Burns auction at the September 3.

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Dated c.1905, the advertising sign made a big enough hit to be produced on postcards and today is a target for collectors, many of whom have a keen taste for any chocolate sign.

The 14in (35.5cm) black and white enamel sign was found by the vendor when clearing out his late father-in-law’s shed. Other than a few scratches where he had attempted to clean the extremely dirty sign and some enamel flaking to the corners, it was in remarkably good condition.

Given a tempting £250-500 estimate by Perth saleroom Lindsay Burns (20% buyer’s premium) at the September 3 sale, it attracted huge pre-sale interest and on the day sold to a UK collector at £5500.