No shame in faking it
Good news: I am clearly softening in my old age. Far from turning into a cantankerous Victor Meldrew, I’m becoming a Fotherington-Thomas and taking innocent pleasure in all that I come across (that’s a reference to Nigel Molesworth, by the way, a character so dated you’d have to be as old as Victor Meldrew to get it. You do know who Victor Meldrew is, don’t you? Oh God, I must stop digging. I’m so old!)
Take an email I got yesterday from Charlotte at Hatch PR, telling me about National Cheese Toastie Day.
Now, the old me - indeed the me who poured vinegary scorn on the notion of national food days in this space a couple of years ago – would have grumped about how stupid it is to pretend that the world unites around any particular food on any particular day. National Chip Day, National Sandwich Week, where do these silly things come from….
But as Charlotte openly admits, she and her client, the Yorkshire Creamery, have just made National Cheese Toastie Day up. Or "launched" it as they wouldn't probably rather say. Either way, it's just a product of their imagination.
And why not? As I said only last week, it’s good to find things to communicate about as it’s a way of keeping the channel of communication open and to plant your client’s name in a journalist’s mind. You don’t have to believe National Toastie Day is a real thing and I don’t need to pretend to believe it’s a real thing. It’s just a bit of harmless fun.
Will I write about it? Of course not. And while we’re on the subject I think it’s pretty punchy to claim the British toastie so superior to the French croque monsieur or American grilled cheese sandwich. But none of that matters. You’ve got my attention and next time you do have something proper to tell me about, the name Yorkshire Creamery just might ring a subliminal bell.
By the way, did you know today is National Newsletter Day? I know, what are the chances!
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