… 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.