The integrated myth

We’ve all been throwing around the idea of ‘integrated agencies’ for the last few years now. And by throwing, I mean seriously lobbing it at every potential client and brand to make sure we close the deal and nab the sale. There isn’t an ad agency worth their salt now who would dream of being anything but integrated, and so the natural thing to do is put it in some beautiful copy on the website, integrate it into our pitches (pun absolutely indented) and pat ourselves on the back for staying ‘current and relevant’, or whatever other wanky term the industry is using at this particular moment to communicate just how hip and trendy they truly are.

But the problem with throwing around terms like this is that they start to lose their meaning, and because everyone is using them, they often take on new meanings or they evolve and become something completely different from their original purpose. They basically become a sort of myth. Something passed along by many people that slowly changes over the years.

Which is exactly what’s happened to the idea of an integrated agency. Today it means an agency with huge capabilities across various different channels. For example, a mass retail campaign can require the creative team to brainstorm concepts, researchers to gather information on current spending habits of consumers, an UX designer to lay out the email templates, a social strategist to put together how it will be distributed across social platforms, a writer to create the copy, a videographer to edit the visual elements, a designer to make the copy look compelling and a project manager to bring it all together. That’s a lot of hands on deck and something integrated agencies can provide, and yeah, it all sounds pretty seamless and great.

Except the vital ingredient that we’re all missing is that integrated marketing agencies are a way of working together to fulfil the needs of the client, rather than how many creatives you have on your payroll under one roof. There’s no point in advertising to brands that you can do everything if it doesn’t join up along the way.

We are an agency that has an integrated output, but by that we mean we offer the right solutions for brands, even when they don’t know what that looks like. We try to avoid brands coming to us telling us they want a TV add or a social campaign. There’s no point in that and it’s a waste of our experience. Instead, we want brands to come to us with their problem, that’s all. Tell us your aches and pains and where it hurts, and it’s our job to use an integrated methodology to find the answers. Agencies today will lose their foothold in the industry if they can’t fix problems, because no matter how great the ad was, or how many retweets it got, if it doesn’t convert to basket sales there’s an issue there. It’s our job to run through a creative process, across every damn platform and channel that we can, to find answers and increase revenue, as opposed to blindly accepting what clients want. Naturally, that is not us saying go to war with your clients, definitely don’t do that, but we should be questioning, prodding, poking and peeling apart what they think they want, to find out what they really need. That’s our job. It’s why we exist.

Overstepping brand boundaries

Business is not, as usual. In a post-Brexit, post-election world, everything has changed and it’s consequently changed the game for brands. Instead of remaining nonchalant about political and sociological issues, businesses are now expected to have an opinion, pick a side and make a stand. Long gone is the heyday of advertising when groups of laughing friends having a good time could sell a product. Maybe it’s gone because no one is actually having a good time anymore. Our cultural landscape has changed and everyone is sitting around wondering if they’ll be either allowed in the county, or wondering if they can still visit relatives across Europe, and that shit isn’t funny, by anyone’s standards.

But the deafening cry for brands to stand for something can lead to marketing catastrophes such as the recent Pepsi saga, which might have been a disaster for them, but actually made for some hilarious tweets. It’s times like these when the internet truly does come through for us all.

But that’s beside the point, the point actually is that taking a stand is difficult. It’s hard to get your message right and the risks of pissing off your core customers are very real, and consequently very big.

Which begs the question, should brands even take a stand? Or should they actually just stay in their lane and stick to what they’re good at? We all know a can of Pepsi isn’t going to undo centuries of racism. And a bunch of people drinking Heineken and building IKEA furniture together isn’t going to change the reality for transgender people. And really, how responsible are you actually being? Throwing social issues into your TV ad isn’t helping anyone. Black people still get shot, women are still underpaid and refugees still flee their homes. Advertisements and marketing campaigns that try to pay lip service to social ills are succeeding only in pissing everyone off.

And that comes down to a lack of thought from agencies behind these campaigns at a time when they so desperately needed to step up and fulfill their role in steering businesses into a profitable future, as opposed to slapping a scarlet letter on their backs.

And it can be done. Brands can make a stand without crumbling under crushing public backlash. Starbucks, Lyft and Airbnb all responded to Trump’s executive orders by offering to hire, house or donate to the refugee cause. Naturally, not every brand has one million to give, even to the best of causes, and this is where with the right agency and the right insights, brands can declare their support in a way that doesn’t alienate their own supporters.

For example, Diesel’s recent #MakeLoveNotWalls campaign succeeded in promoting a positive message within the political climate, effectively telling the world where they stood regarding the current American administration. But the difference is they did it artistically and tactfully in a way that did not put capitalism and consumer products at the forefront, and above all they’re promoting a message of love. Not even the most Grinch-like consumer is going to complain about promoting love.

There is a balance to be struck, and the message you’re trying to promote has to come first, rather than selling your product. We all know you want to sell and create revenue, everyone knows that, but we’re living in a time when shoving it down the throats of your consumers doesn’t work anymore. We’re all that little bit more aware of capitalist tricks and although we might buy into them, we want to do it in a way that also nurtures our social conscious because today that’s what we care about. Basically, brands have to actually care, rather than claim to, and if they don’t, they should leave the social and political commentary well alone. As in, avoid it like the plague and stick to the laughing friends instead.

‘I want it all, and I want it now’

When Freddie Mercury stood there in his tight, leaving nothing to the imagination trousers and feathered jacket screaming about wanting it all, he was basically predicting the future. He knew. We always knew the man was revolutionary, but he knew that the generation that was about to come out of the drunken mistakes of the 70s would want everything, day or night.

Which leads us to the screaming demands of today’s consumers who want to access entertainment, food and drink around the clock. The world is changing dramatically and the way we live, operate, eat and consume has changed dramatically. No one is going home at seven o’clock to sit around one television set and go to bed by ten. Realistically, we’re still in the office at seven and we’re meeting our friends at nine, to grab a table at ten to go for after dinner drinks at twelve and this is just a Wednesday. Add in the night tube, Deliveroo and Uber, and it’s easy to get around and access late night venues.

So naturally because the world changes, it’s up to brands to change and adapt with the world, except traditionally they haven’t been very good at that.

Brands like to cling to the past

Not all brands are guilty of this, but many are. Logos are associated with tradition and change is scary. But in a world that has changed so dramatically from even five years ago, it’s obvious that brands can’t afford to stay the same. They’re fighting for survival here and it’s up to the agencies that work with them to guide them through those changes.

Understand the world

Connecting a brand with an audience comes down to understanding your audience. It’s advertising 101. Something Pepsi widely misjudged, but let’s not even go down that rabbit hole. The point is, if you want to talk to a group of individuals, learn how they operate and where they get their kicks. Once upon a time the only options for the majority were getting pissed down the local pub and then hitting the nightclubs before grabbing some cheesy chips and a dirty donor on your way home. Which is not to say there’s anything wrong with a dirty donor, there absolutely isn’t, but that scene isn’t for everyone. Now we have tea houses open until 1am so you can sit around drinking battenberg flavour rooibos while playing scrabble. Or people prefer to do their drinking during the day at festivals or in the park. And food has become way more important and we’re all busy finding popups and food markets and good restaurants, because a donor and chips no longer cuts it.

Have no fear

While it seems like a scary time for brands, it’s actually a wonderful opportunity. The world is opening up which means capitalism is doing its thing, but it also means we’re spending more time drinking and eating and engaging with brands. The statistics show that the melding of day and night economies is only set to rise massively and it’s now a case of losing your business and becoming a dinosaur, or evolving with the world.

It’s time for brands to start thinking about how they make themselves available around the clock, and how they fit into the lives of consumers today, and any agency working with brands should be leading this charge, day or night.

The revolution will not be televised

If there’s anything we’ve learned from history, it’s that it eventually all comes back around. Which incidentally is also something you can learn from karma, but that’s a conversation for another time.

The point is, trends, patterns, fashions, fascist leaders and attitudes circulate. We’re a fickle race and so we drag back what we think we didn’t need, and if that is the case, the heyday of television advertising should be making a comeback any day now.

With the rise of all things digital it’s no surprise that television took a hit. Gone are the days we all huddled around the TV set as a family to watch one of the five channels available. Mobile came along and revolutionised our world that meant we didn’t have to find a space on the floor while your mum, dad, nan and Aunt Betty from across the road came over to watch Corrie. Which honestly was a relief for everyone involved because your Aunty Betty moans that the cuppa you made her isn’t good enough, your nan is constantly asking questions, your mum is nagging your dad about his socks and your dad is hitting you with the remote for hitting your younger sibling. It was a mess.

But we began to consume content in different ways. We changed, we grew, we evolved, and businesses and brands naturally capitalised on that. The revolution really wasn’t televised; it was in on our pockets on social media. Quite literally as the Arab Spring proved that you only need a Facebook account to topple a dictator.

But if history is repeating itself, it’s not doing it on TV as the future of advertising has, and is, changing as we know it. Brands continue to allocate budgets to online efforts, lead by Adidas who have assigned $4.3 billion in sales solely through online channels in 2020. They understand that their audience is online on their mobiles, not on the sofa with their mum and dad. They also understand an entire generation that have known nothing but having a mobile in their hand and unlimited access to whatever the hell they want.

That’s not to say that television adverts are obsolete, they still remain necessary and important. But it’s how brands decide to play with their budgets that will make a difference. We’re in the middle of a careful chess game and one wrong move could have you eaten up by bigger and smarter businesses.

Smaller broadcast budgets inevitably mean smaller, integrated agencies being brought on as the big global players can no longer produce high quality television campaigns with shrinking pay checks. Downsizing isn’t always a bad thing though. It gives your brand a fresh perspective and puts it in the hands of specialists who understand their audience and can create quality content on smaller budgets. In the meantime, you’re free to pour the rest of your pennies into the world of mobile, tablet and laptop to capture the next generation of consumers.

Not everyone is convinced however, and Marc Pritchard CMO of P&G, Rob Norman CDO at Group M and Tom Denford CSO at ID Comms have all been heard criticising the darker side of digital advertising and the slippery slope it can be for some brands who can ‘target themselves into oblivion.’ While anyone can mess up targeted advertising, it still doesn’t detract from the way we behave as consumers today. Our habits have inherently changed and it’s going to take more than a few misguided targeting examples to change that.

Not to mention, artificial intelligence, augmented and virtual reality are all hovering just within grasp and they’ll take us further into the world of digital ad growth than we’ve ever been before. It’s time to spend wisely and remember that the revolution is indeed happening, only it’s in our pockets. (Unless you have an iPhone 7 of course and then it’s in your suitcase because that thing is too big for any pocket).

Growing up & getting responsible

The idea of growing up is one that fills most of us with dread, especially the responsibility that comes with age. Because let’s be honest, lying in bed until noon, not having to work for a living and lazing uni days away with your biggest concern being which pub you’re going to go that evening is far more appealing than joining the rat race every day, standing in someone’s armpit on the tube and working until 9pm. We don’t care how much you love your job, those carefree days were still better.

However, when it comes to brands growing up and accepting responsibility, surely that has to be a good thing. The New West End Company has recently revealed that they will be launching the first ‘smart street’ on Bird Street. A traffic-free hub of sustainable technology, it’s the first of its kind and designed to, well basically, help the world. Using PaveGen technology, electricity will be generated from pedestrian movement, while Airlite’s revolutionary air purifying paint will essentially clean the air around you. The street will have pioneering pop-ups, fashion, technology and dining establishments so you can shop until you drop and do it all responsibly.

We’re excited about it because A) it’s just downright cool, and B) because after all, we have a collective responsibility to sustain this whirling blue ball that we all call home, however, is this just the beginning of a new age of responsible retail brands?

We’re currently in the year of the movement and everyone is standing for something. Literally standing up and marching for every kind of rights and if you’re not shouting slogans you’ve been living under some kind of rock. So if public sentiment is anything to go by, brands know that they can no longer operate as huge conglomerates that eat up energy, rainforests and unethical habits. We’re in a time of inclusion, religious tolerance and the women’s rights movements is blazing as strongly as it was when Emily Davison fell under that horse and brands can’t afford to ignore that. And not all brands have been ignoring their responsibility.

H&M has championed a responsible brand by launching their Conscious Exclusive collection which features clothes made from hemp, organic linen and organic leather. They were also the first fashion brand to use a Muslim model who wore a headscarf and modest clothing, meaning they’re one of the most environmentally conscious and religiously diverse brands currently out there.

TOMs have built their entire brand on the idea of helping the world and being responsible with the money they earn by giving it back to those most in need. They fund projects from fresh water across regions with sever lack of access, as well as providing healthcare and shoes to those most in need.

The list goes on with brands such as ASOS, Made and People Tree all sourcing materials in sustainable and environmentally friendly ways. They literally make you feel good about yourself while you spend your money and carry on living a consumerist dream. Because the truth is we’re not going to stop spending, but we are in a time in which consumers are more selective about who they do give their money to. It’s yet to determine how successful the new smart street will be, but if current sentiment is an indicator, it’s bound to be a huge talking point that raises a host of other questions. And even if it doesn’t take off, it’s taking a step in the right direction and we can only hope that other brands follow suit and start standing for something, and hopefully, not in the catastrophic way Pepsi just did. We’re now living in a time where brands can’t afford to shun responsibility any longer. It’s long past time to grow up.



Be a chef not a waiter!

First off, we’d like to confirm that no waiters were hurt in the making of this blog and we really do love waiters, so please don’t spit in our food.

Secondly, our gripe is not with waiters at all, but instead the idea of the ‘yes man’. The idea of saying and doing whatever someone asks, even if it’s not the right thing. The ridiculous notion of insipid compliance without standing up for what you believe in. The absurd belief *mounts high horse* that you don’t have any value to add. We could go on (really we could), however, we’ll dismount here for a second before the fanfare starts.

Our point, is merely that we live in a highly specialised world. A world of verticals and niche markets. A world of consultants and specialists. We’ve moved away from the ‘jack of all trades’ mentality and embraced an ‘inch wide, mile deep’ methodology. In short, people want to hire an expert.

We come across too many clients who have hired an expert and instead of a seasoned chef they get a nodding waiter and they’re understandably frustrated by it. There is an assumption that just like the customer in a restaurant, the client is always right. While brands have their own creativity, vision and input, they’ve also outsourced their advertising to agencies so they can broaden their perspective and have an industry expert nurture them in the market.

HOWEVER, let us also just take this moment to caveat that we do not advocate agencies sticking their finger up to their client and doing whatever they want, regardless of their opinion or input. That won’t get you anywhere my friend. To a certain extent you need to be a waiter, but brands and businesses want a chef. Someone who understands the components of mixing flavours and has the creativity to advise outside conventional routes. Someone who’s not going to be scared to suggest insane things like hot ice cream. (We still don’t know how that works but Heston swears by it). Someone who can mix ingredients to achieve the client’s goals and has the right training, learning, and skills behind them.

There is no value in nodding along just to keep clients happy, and in fact, clients don’t want that. You need to have the courage to challenge, discover and develop ideas alongside clients. Don’t just be the ‘yes man’, no one likes that guy.


Premium brands in a budget world

This is the point in time when we start singing Madonna and how we all live in a material world, but, even we wouldn’t subject you to that. It is true however; we live in a world of want, except nowadays nobody actually wants to cough up the big bucks for premium products.

Thanks to technology and the rise of price comparison sites, the everyday consumer can check prices anytime, from anywhere, for just about any product. Whether it’s a car, a hotel, or even a bathtub, and naturally, if you can get it cheaper somewhere else, you will. Which leaves premium brands between a rock and an annoying website as they try to sell their goods for premium prices. Lowering costs to compete might be the obvious answer but it’s definitely not the right one as you’ll eventually lower yourself out of a business. So how do you compete against that bloody meerkat?

Essentially, it will always come down to what you say and how you say it. Your marketing, communications and the way you present your brand to the world will be the difference. Brands and retailers need to start realising that people will never stop looking for a bargain, price comparison sites have made it easier to hunt for one, and therefore they need to adapt and change to the world as it is today.

Define your value

People will always pay for stuff they believe in. As a brand it’s your job to get them to believe in you in the first place. Don’t pretend that cheaper versions of your products don’t exist, instead address them and point out the differences, whether it’s in quality or the service. The price of your product isn’t anything to hide, scream it out from the rooftops if you want to, but just explain why it’s a premium.

Be the difference

There are thousands of consumers out there who are prepared to pay premium prices, but can’t tell the difference. It doesn’t matter how silky your silks are or how high your thread count is, some people just cannot tell between high quality and low quality. That’s where your branding and advertising come in to differentiate you in the market place. Think about the ad campaigns you run and how you can make them stand out from other similar suppliers. Your tone of voice and creative advertising can build the perception of difference.

Lifting your product up and away from noisy, cheaper versions isn’t always easy, but it can be done. One brand we bow down to who did an incredible job was Sonos with their ‘You’re better than this’ campaign. By communicating their consumer’s daily struggles and elevating the status of those consumers, they’re able to charge premium prices for speakers in a market that is saturated with cheap versions. And by saturated we mean, you can go to Tesco and buy some speakers for £9.99 type of saturated.

And yet, with a flawless ad campaign and incredible communication, Sonos are happily charging their customers a premium price for speakers, and what’s more, customers are happily paying it.






Virtual reality & retail: a love affair or an awkward one-night stand?

You don’t need us to explain the difference between love and cheap thrills, we’ve all been there. You also don’t need us to tell you that technology will disrupt the retail industry. We may as well sit here and tell you the sky is blue, and no one has time for that, plus you’re smarter than that. (But seriously though, have you seen how blue the sky is lately, Spring has sprung my friends).

Anyway, the conversation is less generic tech, and more specific forms of technology like virtual reality or augmented reality, and how it can alter the way we shop and interact with brands. In fact, it will alter the way we fall in love with brands or not at all.

‘But haven’t we talked about VR already?’  *cue eye roll and groan*

Yes, yes we absolutely have. That’s just the thing, brands have been talking about it for ages, even doing it, but there’s a difference between doing it well and doing it for the sake of it. Most brands start talking about it because it’s the new toy on the block, the latest thing all the cool kids have. But just like in school all those years ago, you can wear the trainers the cool kids have got, but it doesn’t automatically make you cool, it makes you a wanabe.

‘So who’s cool?’

There are some brands that have put their money where their mouth is and managed to create immersive experiences for their customers. Take West Ham United football club for instance. They’re currently in the middle of building a new stand and fans can put on a VR headset to see which seat they want to buy. Depending which seat number and row is entered, the headset will allow you to see exactly what your view on game night is going to be. Because they’ve offered this experience, they’ve been able to sell more season tickets, brining revenue back into the club.

The trap many retailers have fallen into is that they’re doing virtual reality for the sake of it and it’s not leading to an increase in sales. There’s no point in slapping a headset on potential customers and showing them how art manifests on the walls of your camping store. What good is art on the walls when I’m looking for a bivvy bag to survive my twenty-mile hike? Absolutely none is your answer. And if that’s the case, slap some paint on the wall yourself and don’t worry about the expensive headset.

The outdoor retail giant North Face understands this and created a VR experience that transported customers to the Yosemite National Park. They could then see the terrain they’d be walking in, the conditions and what kind of equipment they would need. That’s a helpful shopper experience that can conclude in a sale.

Lexus, Audi and Volvo are among other retailers who have used VR to give potential customers test drives of their cars that points out all the finer details of the cars capabilities and the driving experience. Again, an experience that immerses the consumer in the product and takes them seamlessly though the buying cycle.

‘So we do love it?’

OF COURSE we bloody do. We have all our hands in the air for virtual reality, augmented reality, and any other reality they care to come up with. It’s an awesome sales tool, but it’s well to remember that it is a sales tool for retail brands and should be used as such. You need a foundation of retail knowledge and shopper insight before you start exploring those avenues. And even when you do have that, it doesn’t mean that you’re automatically going to create alternative realities for all your consumers to enhance the shopper experience. VR still has a long way to go and it’s an expensive tool, but start planning the road to it now or you will get left behind. Understanding how you can incorporate bits of VR into apps, websites and the in-store buying cycle will give you the head start you need in an increasing technological world.

Unsure how to move forward or just fancy saying hi? Drop us a line.


In the world of business there are several wanky terms that are chucked around far too much. Things like blue-sky thinking, bandwith and low-hanging fruit are thrown recklessly around offices in an attempt to sound professional and credible, when in fact all that happens is you’re let wondering what happened to normal words and if you’re losing your grip on reality. (Note: if you’re using these terms you have indeed lost touch and we implore you to check yourself).

In the world of retail, omnichannel is one of those business terms that people use with a reckless, and quite frankly irresponsible, abandon. We have this odd tendency to get completely carried away with ourselves when we hear big words, but it’s time we all calmed down and stopped throwing the term at every single piece of online marketing.

In it’s very essence omnichannel means beautifully linking every single shopping channel into one seamless experience. THAT’S LITERALLY IT! It doesn’t need to get any more complicated than that, so is there really any need for quite so many roundtables and conferences about it? Probably not, but that’s a conversation for another day.

The key here is ‘linking’. If your brand runs an amazing social media campaign, has an app and a responsive website, that doesn’t automatically make it omnichannel. Channels need to deeply integrate for it to work well.

For instance, there are some retail brands out there doing a flawless job and actually have license to throw around omnichannel as pretentiously, and as much, as they like.


Yes, it’s the obvious one, but they’ve integrated a brick and mortar café and an app into one beautifully efficient dream. Users can log onto the app, or their mobile responsive site, to top up their credit, check rewards and order drinks before actually getting to the store so there’s no nasty waiting around time. No matter what site their using, it updates in real time across every platform so you always know exactly how much you’ve got to spend on liquid happiness, aka coffee.

Marks & Spencer

Despite a long and traditional history, they have been quick to embrace the omnichannel trend to create an easier shopping experience. Online hubs are dispersed throughout shops and if you can’t find something in a particular size/style/colour, all you need to do is scan the barcode and order the right one, either to the shop or to your home. You can also order online and go to the shops to pick things up creating incredibly easy access to products online and offline. Not to mention a 24 hour Twitter account that responds to customers, and more importantly, fixes issues instead of referring people to an automated phone line.


They always deserve a mention when discussing omnichannel as they’ve been doing it well for some time now. Throughout stores they have sales people armed with iPads that can take payment for your purchase, give you updated product information, and their Seek & Send service will search all their stores to find a product you’re looking for and have it shipped directly to your house. Clearly they understand that shopping should absolutely not be the hair-raising, nervous breakdown inducing experience it normally is.

Naturally we could go on and on about this stuff and who’s doing it well, because apparently this is how we get our kicks these days, however, for the sake of everyone’s sanity we won’t. But it is worth noting that if retail brands don’t get involved and start integrating their various channels, they’ll be missing out a huge chunk of the market, and not even the best brands can afford that.

If you need any more information on how you can use omnichannel marketing, or you just want to have a good ole chin wag about your upcoming summer holiday, then just give us a shout.

Sorry, what did you say you do?

You know exactly what we mean right? That awkward moment when someone tells you what they do, you zone out and start thinking about what you’re going to have for dinner and by the time they’ve finished talking you have no idea what their job is, if they’re going to be useful, or even if you should continue having a conversation with them. As people who understand the importance of dinner, we understand how you can end up in that situation, a lot, so we thought we’d lay it all bare on our little corner of the internet, thus avoiding confusion or any awkward situations later.

So what we do…well, it’s all on the tin. We live and breathe our customer’s brands so that we think like them, talk like them, and even walk like them. When we say we’re integrated we honestly mean that. An integrated agency that can handle everything you need, and an agency that integrates with you. Think of it as a metamorphosis where we become you, but in a less creepy way.

And what we really mean by that is, we don’t want to be this add-on thing stuck to one of your departments that comes along for a while and helps you do stuff, but ultimately gets under everyone’s feet and is a bit of a nuisance. We want to dive into businesses and live as if they were our own. Especially in the world of retail when the physical experience of the customer is so important.

A few years ago we started working with Sony Retail and the first thing our Managing Director Nick did was go to the nearest Sony shop and ask for a job in the store for a week. He promised to clean toilets, stock shelves, stand on the door and do anything that would get him in there to understand exactly how Sony’s customers interacted with the brand. That way, we could craft campaigns and adverts that actually brought people to the point of sale.

That’s what we mean by dive in to your brand. Working with the Happy Egg Company meant we visited farms and spent time with hens and farmers and all the people that make that company what it is. We even mucked out stalls.

Working with Morrisons we’ve visited tons of stores, taking our creative teams into the supermarkets for briefing meetings so that everyone is immersed in the brand and the experience. We even spent time in the freezer isle, which as anyone knows is the coldest place on earth apparently.

Our point is, we work with huge retail names like Birds Eye, McVities, Sony, Morrisons and loads more, but we never work from our ivory tower pretending to know things. We go into the shops and get our hands dirty. We roll up our sleeves and touch, poke, prod and play with brands so that we can come up with better solutions, faster.

So whether we’re shoveling chicken crap, or shivering in the freezer isle, we’re doing everything we can to live and breathe all that you are. That’s essentially what we do.