Let’s Get Phygital! Phygital! ¹

Holiday Place Settings—Extra Settings are for Elijah, Godot and Their Plus-Ones

‘Twas the night before… Wait, wrong holiday. Can’t go there yet. Today, on all Thanksgiving’s eve… Don’t even! Oh, well… Tomorrow is a national holiday, but I am afraid that amongst its calendar neighbors, it has become a bit lackluster of late and this year, 2020, hasn’t been particularly kind to the whole giving thanks department. Gone are the days of Pilgrim’s pride, which were vastly overrated, if you ask me, in my not quite so humble opinion. We want to change all that. Humaning you holiday is our purpose driven goal. 

We here at Regenaxe, Federer & Smith would like to offer you our outstretched and sanitized hand. Sure, we hail from Madison Avenue, but we’re not going to tell you how to enjoy your Thanksgiving by dumping a whole pile of corporate jargon monoxide on top of you. We would much rather spoon feed our pabulum.

Hi, I’m Mark and I would like to be your storyteller for tonight. By storytelling, I mean story-doing. Humaning the whole hyper-telling process for you, drawing you in, making my vision yours, so that we can act out our solutioning together.

Apropos of nothing, have you ever noticed that you can create one new and really interesting word, by hyphening two rather plain and ordinary words together? Plus, the spellchecker doesn’t care that you’ve just created a new word out of thin air. I call that a win-win. Now, I’m just spit-balling here, but the game of Scrabble has these two blank tiles that until you lose a letter or two can be played as any letter that you want, but why just limit yourselves to the original twenty-six? I say let them also be hyphens. What possibilities! I hope as you scroll through this post that you find this idea as thumb-stopping as I have.

But I digress. We here at RFS want to make your holiday meal as tasty, convivial and safe as it can possibly be. Let me enumerate, first tasty. We offer a wide selection of purpose-driven lifestyle brands (Blue Apron, Chipotle, Goop, Godiva, etc.) that are prepared to lead you on a delightful customer journey to the dinner table. Just don’t eat the Goop. Not that there is anything wrong with that, but it is much better for you when applied externally. Think of it as an after-dinner spa treatment. There I go again, second. After you’ve first lifted that fork and taken that first bite of our truly scrumptious snackable content, wouldn’t it be so nice to be able to look around the table and see all of your friends and family smiling back at you? Let’s get Phygital! Building on current Zoom technology, we can offer you our [insert TLA² here] app. Through your phone, and with our app, you can enjoy a convivial and safe supper, with all your love-ones, virtually. Better than real life, it comes with a mute button for Uncle Fred.

This concludes my elevator pitch and just in time, because we have just arrived at your floor, the penthouse. I hope that I have been able to convey to you some of the warmth, the brand heat that we feel for you. Now enter, your party awaits you, have a nice time and have a happy and safe Thanksgiving holiday.


  1. Thumb-Stopping, Humaning, B4H, the Strange Language of Modern Marketing by Tiffany Hsu and Sapna Maheshwari
  2. Three Letter Acronym

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