For the past few weeks, Venture Three’s bright and breezy rebrand of Little Chef has been attracting warm reviews in various corners of the internet, including Creative Review and Brand New. I’ve been meaning to post for a while to say that the writing half of Asbury & Asbury played a small part in it.
Strictly speaking, it wasn’t me who was involved, but Mr Blog. He received an email from Venture Three late last year, enquiring as to whether he also did any copywriting. After giving it due consideration, he was happy to oblige. (Mr Blog and Mr Tweets then had to sign a lengthy confidentiality agreement, which Mr Tweets did surprisingly well to honour.)
The Little Chef rebrand is based on the idea of ‘Wonderfully British’, so there’s a natural affinity with Mr Blog. His contribution, it should be said, was limited. He spent a couple of days playing around with different copy approaches, which Venture Three then put into the mix and took forward.
As you’ll see, the finished work isn’t quite Mr Blog in tone, but demonstrates he can turn his hand to more informal and populist copy when required. (Click images to enlarge.)
It was a great project to be involved in, and proof that doing things for fun (like Mr Blog) can sometimes be a productive business strategy.*
NB: For anyone who has no idea what I'm talking about, Mr Blog was a six-month Asbury & Asbury project documenting the various ‘Mr’ shops on Britain’s high streets – more details here.
* You might argue that blogging about Mr shops every day for six months to win a couple of days’ work isn’t that great a strategy. It would be a harsh argument, but a fair one.