This posting featured in the Pasta Paulie blog back in March 2011….
After a busy sort of day I’ve had a couple of hours just to myself this afternoon, and I’ve done nothing other than sit here and just think about, well, unimportant things – blissful. Regular readers will recognise this tendency of mine to muse on life’s big issues and today I’ve been giving thought to the Co-op and more specifically to their strap-line ‘Good with food’.
It’s one of those snappy little brand phrases which is almost perfect. It sums up the essence of the supermarket and looks great written down because of the repetition of ‘ood’. It’s tempting to say ‘nice assonance’ but the English language is nothing if not contrary and wouldn’t you know it, the words good and food are pronounced slightly differently. Perfidious Albion eh. It’s the most powerful language on earth but it must drive new learners to absolute distraction. But that’s why I find it so utterly intriguing. To be truly perfect, food would need to be pronounced as fud but of course it isn’t. So the canny Co-op have employed the fine Scottish actor John Hannah, who has a distinctive South Lanarkshire accent, to do the voice-over in their adverts. So that when you hear the line it sounds like ‘Guid with Fuid’.
Hats off; they nearly pull it off. But I still see one thing and yet I want to hear ‘good with fud’ which just makes me smile. Don’t you love it when things are almost brilliant but just ever so slightly imperfect? As John Hannah might say ‘wuids are guid’.