We asked one of our editors (Betsy Brooks) to provide an example of how a little bit of voice can drastically improve a potentially boring topic. “Sure thing,” she said. The topic she chose? McDonald’s ketchup.
Everyone knows McDonald’s ketchup is fantastic. F a n t a s t i c. Don’t trust anyone who tells you otherwise. As a kid, I always assumed McDonald’s served Heinz, mostly because they really are the household name in ketchup, and also because I was a kid and didn’t yet know how to spot a Heinz imposter. Turns out, most people think that McDonald’s serves Heinz – to the layman condiment consumer, they taste virtually the same. As the years passed, though, I became a budding condimenteur, and I began to notice the subtle differences: the extra hint of vinegar in the Fancy Ketchup at McDonald’s; the smoother texture and richer red delivered by Heinz; the saltier aftertaste of the FK at McD’s… Also, the label on the ketchup at McDonald’s says “Fancy Ketchup,” and not “Heinz.” That probably should have been the first clue. Continue reading