A casual look at my archive suggests I’ve made a reference to the supermarket Asda in at least three different pieces. I’ve been figuring out why I love mentioning this supermarket so much.
If a brand is worth talking about, it’s usually because it’s either iconic or notorious. You’re likely to hear a stand-up comic talking about Lidl for its unthemed selection of goods, or Tesco for its dominance. But Asda fits between the two on the spectrum. It is, in a word: bland.
There are several brands that fit in the bracket of blandness. BBC One might be iconic and Channel 4 notorious, but ITV fits squarely in the middle. Microsoft is iconic, Apple is notorious, but who cares about Linux?
I care about it, at least for the purposes of my writing. I find that a bland reference deployed in the right place allows me to illustrate a point without having the brand overshadow it.
One poem talks about a narrator’s hypothetical plan for euthenasia if their health deteriorates too much. It sounds like a serious subject, and it is, but it’s treated in a light tone by the narrator.
There’s a reference to an Asda bag in the text that fits nicely into that tone. The same reference might work with Lidl or Tesco, but Asda adds a little drop of the absurdity into the piece that might be missing with an iconic or notorious supermarket.