You must be ‘avin a larf

Certain things didn’t quite wash in The Apprentice this week.

More unbelievable than Jenna’s remark that she was ‘turning on the charm’, was Adam’s brazen-faced aggrandisement of cheap minced beef as ‘gourmet meatballs cooked to an authentic Italian recipe’. (Thank God he didn’t go for corned beef.)

As expected, the dish was less ‘deliziosa’ and more ‘dogs-a-deena’. Looking at the hashed-up mess of meat, perhaps Adam knew that it would take a hell of a lot to convince punters to cough up £5.99 for a portion. So what better tactic to use than the old supermarket naming trick? Simply tell the customer it’s gourmet.

Adam jumped right in and went for ‘Utterly Delicious Meatballs’. And if that didn’t make it obvious just how amazingly, agonisingly scrumptious these meatballs were, he larded on the strapline: ‘Italian splendour with oodles of taste.’

Are you salivating yet? Thought not.

Telling not showing is something we always warn companies about. Saying you’re credible doesn’t give you credibility. Just as saying, 'I’ve got a purple-feathered parakeet on my head' won’t make you believe I have. We think Adam should've spent less time coming up with a delicious name and more on making his dish edible.

Llb   hljff  ool;@n

(Oops, sorry. That was the parakeet.)

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