How hard is it to get a cheeseboard right? Apparently, very.

February 18, 2011

Can anyone tell me why it’s so flipping hard for restaurants to give you enough bread/crackers to go with your cheeseboard?

When you order a cheeseboard, you expect to get a selection of small pieces of very tasty cheese. The kind of cheese you eat a bit of at a time as opposed to scoffing segment of Dairy Lea in one mouthful. So it is nice to have lots of crackers and/or bread to eat the cheese with.

When I go to French places, the bread/cracker supply is usually fine. At dependable French wine bar Beaujolais, if you order cheese or pate (or any food, now that I think about it), you get a basket of delicious bread and butter and when that basket of bread looks like it might shortly be empty, someone fills it up. You don’t have to ask.

But twice this week I have ordered cheeseboards in pubs that pride themselves on doing good food and twice the number of crackers has only marginally been greater than the number of pieces of cheese on a board.

Sample cheeseboard one: the cheeseboard at a pub called The Coach & Horses in Clerkenwell, for £8.25. It most definitely prides itself on being a gastropub and I went there for a food-based quiz, where the entrance fee included a sample of some of the menu and everyone who worked there was completely lovely and welcoming, as were the quiz hosts.

As a pub selling itself on its ‘foodie’ credentials, you’d think they could get a cheeseboard right. Well… the cheese was nice, I’ll say that.

But, I suppose BECAUSE it was a ‘foodie’ pub, instead of giving us bread or any commercial cheese crackers, they’d made their own – some kind of sweetish cookie type thing that had been over baked (they didn’t look burnt but when you smelled the backs of the cookies, you could clearly tell they’d been in the oven for a few minutes more than was ideal).

I have to call these cookies not crackers because, well, they crumbled. They were not at all robust. Also not what you want in a cheese cracker. And as if that wasn’t annoying enough, there were about eight tiny cookies and four pieces of cheese.

I know: awful food and such small portions. My point is… YOU NEEDED MORE THINGS TO PUT THE CHEESE ON.

Furthermore, this cheeseboard was served with what appeared to be a side of extremely over-cooked morello cherry jam (the menu only says they serve their cheese with ‘preserve’). It had the consistency Marmite, but much firmer. It tasted OK, if you’d wanted a sweet thing to put on a scone (except it was so thick you couldn’t spread it on anything). There’s no way I’d have served it to anyone.

Sample cheeseboard two: The Black Dog in Vauxhall, costing £7. Again, it makes a big point of doing the food thing, with a big open kitchen, and the staff were all really keen and friendly. Nice.

The cheeseboard arrives and this time it’s accompanied by Carr’s Water Crackers, which is good, I like that. But… only about eight crackers for four pieces of cheese.

These cheeses aren’t like a piece of farmhouse supermarket cheddar, you don’t eat a huge hunk of them! They’re really tasty, so a little bit goes a long way. You don’t eat half a piece of cheese per biscuit!

I was already in High Dudgeon over the issue of cracker distribution because of the Coach and Horses and this time, I wasn’t going to just sit back and … eat cheese without crackers. So I asked for more crackers from the bartender, who then asked the chef, whose body language appeared to be saying: “I VERY MUCH BEGRUDGE THEE AN EXTRA 50 PENCE WORTH OF CRACKERS.”

Furthermore (again), the Black Dog cheeseboard was served with a dish of what is billed as ‘apple and pear chutney’, but it had a very wet consistency and was more like a Christmas-spiced compote than a chutney. Like the Marmite-textured jam, it might be vaguely OK in a weird way to serve with cheese, but it’s not by any means the best thing to serve with cheese. So why serve it?

In summary, my rules for a good cheeseboard.

Nice cheese
Plentiful plain crackers and/or bread (go crazy and work on a ratio of say 5 pieces of bread for every piece of cheese)
DON’T SERVE IT WITH MORELLO CHERRY JAM OR CHRISTMAS SPICED-COMPOTE THAT YOU’VE MISTAKENLY CALLED CHUTNEY.

P.S. Also, The Black Dog, three pieces of toasted bread with all that smoke salmon pate is also not enough!

Paul Allen has mistaken me for this dickhead Marcus Halberstram. It seems logical because Marcus also works at P&P and in fact does the same exact thing I do and he also has a penchant for Valentino suits and Oliver Peoples glasses.

February 5, 2011

One of the well-established beliefs in marketing these days is that you need to understand the “core values” of your brand and let these inform all your marketing and advertising efforts.

With that said, I’d like to congratulate Oliver Peoples on this effort.

If you’re core value is complete wank for complete wankers, you’ve really hit the nail on the head with this film.

Making promises you can live up to

February 2, 2011

The problem with this is, I can’t think of a single example where it costs more to get a “full-fat” version of a thing than it costs to get the “skinny” version.

 

TalkTalk: meaningless promise

It’s the most unimaginative time of the year

February 1, 2011

Unimaginative marketing: buy pink make-up for Valentine's day

It’s February, so the dull, unimaginative Valentine’s Day marketing begins. I’ve already had to deboggle my mind after being asked in an email why I wasn’t crafting a Valentine’s Day “keepsake” out of my used wine corks (the reasons why I’m not doing that would fill a whole blog of their own). As was pointed out, what better way to declare your love for someone special than with a cork noticeboard that doubles as a reminder of your latent alcoholism?

 

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Is it OK for advertising creatives to ‘borrow’ other people’s ideas to use in ads?

February 23, 2010

No, it’s not OK.

If Beethoven were alive today, would he have formed Nirvana?

February 3, 2010

No.

Blah

January 31, 2010

That’s what I genuinely read this poster as when I glanced up at it earlier this week.

Just me, or the deliberate work of a freelance designer, using a font with an ambiguous ’3′ and dressing Moira Stewart in red to disguise her as an ascender, transforming the ‘n’ into an ‘h’?

Happy self-assessment deadline, freelance comrades.

Women: don’t try and understand hard things like money

January 20, 2010

Oh no, they’re back on TV. The hateful ING Direct ads based on the joke that WOMEN ARE TOO STUPID TO UNDERSTAND MONEY.

The first ad I saw that ENRAGED me shows a man and a woman peering in a shop window, looking at engagement rings. The woman points at the one she likes. Then boof! A gigantic airbag blows up on the man. Then I saw the second ad, the one in which a woman tells her partner that she is pregnant. With twins. And guess what? Boof! Another gigantic airbag.

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Bad ad?

January 15, 2010

What is Halifax trying to achieve with its TV ad? The one that portrays its staff as a bunch of idiots with nothing better to do than… well, I don’t fully KNOW because I can’t really bear to watch it, but apparently they’re running a radio station.

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Same Tory poster, new graffiti danger

January 14, 2010

While the internet goes mad for a bit of online David Cameron poster defacing, in the real world (well, Dalston) another of the Tories’ NHS ads has been, shall we say, embellished? This time presumably by a fan of Marcel Duchamp.

Poster at Kingsland Shopping Centre

I suppose it’s childish but it made me laugh. And these people walking past also laughed.

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