The Musings Of An Opinionated Sod [Help Me Grow!]


Is Rice A Weapon Of Mass Destruction?
August 10, 2020, 7:30 am
Filed under: A Bit Of Inspiration, Attitude & Aptitude, China, Comment, Culture, Daily Mail, Food, Health

The picture above is from a headline in the Daily Mail.

I can tell you this …

Throughout my seven years living in China, I can’t tell you many times I heard people had died of heart attacks brought on by ‘arsenic poisoning through too much rice consumption’.

Oh, hang on, yes I can … it was absolutely zero.

Seems the Daily Mail are back to their scare tactic bullshit best, especially as the whole piece sounds like it could have been lifted straight from the fake research website I set up years ago about Asian culture.

We wrote some bollocks about rice there too.



And You Thought The Mouldy BK Burger Ad Was Provocative …

The fast food industry is having a hard time.

As tastes change and a more healthy lifestyle becomes more desirable, it is getting more difficult for them to operate as they once did.

While some brands are evolving their offering – like McDonald’s – others are taking a more pragmatic perspective.

The most famous, recent example is the BK Mouldy Burger which ignited all manner of debate – often with people quick to say it won’t work without anyone actually knowing what the goal of the work actually was.

Well in South Korea there’s a burger company that makes BK look positively innocent.

It’s not just how they used Supreme to inspire their logo in a way Uncle Martian would be jealous of.

Nor is it their audacious copyright infringement of famous cartoon characters to talk about themselves.

And it’s not even their proud claims of being ‘100% Beef Meat’.

No … it’s none of those, it’s their utter confidence of their product over their competitors.

Take a look …

Amazing eh?

Not just the aggressiveness … but the choice of words.

Linking the words ‘burgers’ and ‘shit’ makes a mouldy burger look positively appetising.

Then there’s the fact it’s in English.

When I lived in China, there were a bunch of stores that used English in their copy.

Sometimes it was for the audience it was targeting.

Sometimes it was because they thought it made them look ‘sophisticated’.

But a lot of the time – as I think is the case here – they did it because it enhanced their ‘authenticity’.

Given burgers are very American, I feel their idea was that by using English and being aggressive in their tone, they encapsulated the American spirit and as such, could say their burgers were authentic.

Of course, given Burger King and McDonald’s are also American slightly undermines that idea, but hey – it doesn’t seem they really put too much thought into how they came across.

I must admit, when I saw it, I couldn’t help feel it was like a Viz fake-ad from the 80’s.

Viz – for those who don’t know – was/is an English ‘adult-humour’ comic.

Years ago, I approached them about starting an ad agency.

They said no, which still disappoints me as not only were their spoof ads brilliant, but based on both Billionbox and BK’s recent work … there’s more and more brands seemingly trying to copy their style but without the brilliance, clarity, humour or memorability as them.



The First Rule Of Marketing …

… is know your audience.

The second rule is let them know you know them.

For all the millions spent at agencies and consultancies, this food vendor at the recent Chelsea v Everton match. shows they get it more than most.

Now you may think, ‘who would shop at a place that publicly identifies them as a chubby’?

And I get it …

In these highly visual times, no one wants to associate with anything deemed socially negative.

But apart from the fact there are some people who take great pride in their unhealthiness, the reality is there’s something incredibly lovely about that name.

If you’re hungry.

If you need something to eat.

If you want something that’s going to make you full.

What better place is there than a food cart with the name Chubby’s.

Chubby’s suggests big portions. Lots of flavour [read: fat] Value for money.

But it’s more than that.

This is a food cart at a football match.

Food and football is never supposed to be fancy.

It’s supposed to be piping hot and insanely substantial …

This means even the most healthy minded individual can justify buying from there.

“It’s just this once” … they’ll say.

“It’s part of the footballing experience” they’ll claim.

And then, to make themselves feel less greedy, they’ll do what was the basis of one of my favourite ever campaigns – a bloody radio ad no less – they’ll go and order a Diet Tango to wash it all down with.

The weak and delusional fools.

[Cue evil laugh]

So while I doubt any naming consultancy would ever come up with such a choice of name for a football food establishment, I would say the owner of this cart is a better marketer than most of the agencies and consultancies put together.

And his hot dogs were a delight.

That is not a euphemism.



When Cultural Appropriation Goes Too Far …

I’ve written about cultural appropriation before.

I’ve talked about how there is an element of it that [I think] is good for humanity, if handled the right – and respectful – way.

This isn’t one of those times …

Yes … Nanchos and a Yorkshire pudding.

Let’s say that again.

NACHOS.

YORKSHIRE PUDDING.

What sort of sick and twisted individual thought that was OK?

Even the people behind the ‘premium heated, mixed nuts’ on Delta, aren’t that insane.

I should point out I saw this at a Toby Carvery in Slough, so I suppose I shouldn’t be too surprised … but if I thought the French selling ‘hamburger ice cream’ was an act of war, then this should be all out nuclear attack.

And no, I didn’t buy it.

I didn’t even think about it.

Which means the one bit of good news in this sorry tale, is I might be maturing – at least where bad food is concerned.



Nouveau Cuisine. Nottingham Style …

Yes, what you’re looking at is a piece of chocolate inside a bread roll.

Also known as my dinner.

Now I appreciate this might make you feel ill – it made Jill actually gag – but I bloody loved it and I don’t mind admitting it.

I have a strange relationship with food.

Basically, my pallet is rubbish … as I find everyday grub far tastier and more enjoyable than the nice stuff I get served when I go to a fancy restaurant for work.

I have a theory behind it …

You see my Mum and Dad ensured I grew up eating healthy, nutritious food.

Given we didn’t have much cash, there was no eating out except for birthdays and a treat was a once-in-a-blue-moon trip to the fish and chip shop.

Then – when I was old enough to go out on my own – I discovered a World of shitty food. A World of choice where I could have anything I wanted as opposed to my World being whatever my Mum and Dad wanted me to have.

In some respects, shitty food was my act of rebellion given I didn’t ever try cigarettes or drugs.

I still remember the look of disappointment my Mum gave me when I bought a can of Heinz Spaghetti Bolognaise from Asda … though on that one, she was well within her Italian rights and I’m grateful she didn’t disown me.

Which leads to how I live …

Asking for economy food on a plane even when I fly at the privlidged pointy end or, as the picture shows, thinking a piece of chocolate in a bread roll has Michelin star potential.

Of course I am not a total lunatic.

I know I can’t live like this all the time.

I’d like to … but I can’t … especially if I want to see my son grow up and set him on a path of healthy eating for the rest of his life.

So while I’ll eat tons of greens and lean meat and vegetables of every description, the reality is that every time I chew, my brain wishes it was a chocolate sandwich.

Christ I’m pathetic.