Winter 24/25

I feel a bit cheeky writing a winter post from my current location, as I’ve travelled into the middle of summer.

I’ve never been this far from England before. I am staring at a red plastic tub of Marmite right now and the fact that it’s not the black and yellow brand makes me feel like I’m in an alternate reality. How far away am I? So far the rules of copyright don’t apply.

After an extremely busy December and January (not complaining!), I am spending a few weeks in New Zealand, visiting my little brother. I’ve been doing lots of walking, a little bit of writing and, completely by accident, spotting local copy.

I really enjoyed reading the fantastical origin stories of Snacka Changi, a New Zealand crisp brand. I chuckled to myself when I turned over my pack of Salt & Vinegar to read that Snacka Changi are ‘New Zealand’s oldest and most trusted potato chips since 1649’. I’m not sure that flippant claim would get past legal in the UK but it did remind me how much I love a bit of silliness, and, actually, long-form copy in general. In the shopper environment, the shorter and more immediate the message, the better. But when I’m lounging in the sun munching my way through a ginormous bag of crisps, I’m more than willing to dive into a chunky brand story – as long as it’s funny, interesting, or both.

Wherever I travel, there are always aspects of local life I wish I could incorporate into my routine back home. From New Zealand, it will be the Māori concept of kaitiakitanga (respecting nature); the laid-back attitude of everyone I’ve met; and the reminder that sometimes, people do have time for the long version.