I went to meet someone in a train station the other day, and their train was slightly delayed. As you might expect, I had a little walk around, occupied myself by looking at what the shops were offering. Then I came across this sign, displayed in a sandwich shop (to be kept anonymous).
I'd like to think that, at some point, they had a slogan that made sense, and the following conversation occurred between two ad execs.
"How about 'start the day with a sandwich'?"
"I like it, but isn't it a bit vague?"
"What do you mean?"
"Well, it doesn't specify where you should put the sandwich."
"Start the day with a sandwich in your stomach?"
"No, that sounds too scientific. Like a sandwich spontaneously generates there each morning. What's another word for stomach?"
"Tummy, gut, paunch, belly-"
"'Start the day with a bellyful of sandwich' What do you think?"
"No, you're right. 'Start's a bit flaccid. We need something more proactive"
"There's no need to swear. Mug the day? Grab the day by the shoulders and shake it a bit until it's got the message that you are not to be messed with? Attack the day? Yes, attack."
"Yes, you're right, I've noticed it too... we don't just sell sandwiches. How about we replace 'sandwich' with 'tasty'?"
"That's up to the customer."