Brand delight

I was down to the last slice of bread in the bag the other day as I was making some toast for breakfast. When it was ready and I started to eat, I got a phone call. As I was speaking on the phone, I suddenly looked at the slice of toast on my plate. I had completely serendipitously placed it face down, and I made out the word ‘Hovis’ stamped on the other side. For a minute I stopped speaking, and just looked at it in wonder, as if it had appeared by magic. I didn’t even know companies stamped their bread – which is silly because there’s no reason why they shouldn’t, sort of like labelling a bottle. 

It sort of made my morning. I love those moments of delight. Like a virtual easter egg.