Is it April 1st  already? On hearing about Warburton’s latest innovation I must admit I had to check my calender.

So what is the next big thing from the UK’s number one bakery brand – well it’s unsliced wrapped bread of course.

And according to the website “Talking Retail” it is not as odd as it might sound:

“The new loaves are available in 600g Tiger White and 600g Tiger Brown and will enable retailers to take advantage of the popularity of in store bakery products whilst driving additional sales. The range will offer consumers delicious products with that just-baked taste, but with longer lasting freshness”

Isn’t it funny how you retain a real love for those brands you have worked on in the past? Many years ago I was lucky enough to start my career at DDB working on the Volkswagen account. I learnt a lot about the creation of great work and especially great copywriting.

The latest Golf ad – ‘Why drive something like a Golf when you can drive a Golf?’ – shows that clearly they aren’t missing me, and are still producing great ads!

I’ve just finished reading Steve Toltz’s novel “A Fraction of the Whole”. Near the end there is a line which for me is a perfect example of smarter marketing…

“no-one would buy life insurance if it was called death insurance”