DITCH THE ACCENT
Our winter words for Carluccio's.
Our winter words for Carluccio’s.

Authenticity is the word du jour in the restaurant world. But it’s getting harder to use the ‘A-word’. If Burger King is writing cutesy stories about their ingredients, how do you show you’re the real deal without writing everything in Italiano?

If you really want to sound ‘authentic’ you can’t just say so. You have to be confident about what you want to say and the tone needs to be effortless. That’s much harder to do than a stylised or playful tone. It’s all about paring things back so every word counts and there isn’t a trace of a copywriter’s pen.

The four seasons: sum up every season in as few (unflowery) words as possible – that was Carluccio’s brief. Harder than it sounds.
The four seasons: sum up every season in as few (unflowery) words as possible – that was Carluccio’s brief. Harder than it sounds.
We write their Christmas guide every year. In July.
We write their Christmas guide every year for them. (In July.)

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WHAT WE DID.

+ Summed up their brand.
+ Came up with the tone of voice.
+ Came up with campaigns and words for one-off projects.
+ Trained their in-house writer.

WHAT WE DIDN’T.

+ The design. Irving & Co. did that.