Today’s Mail on Sunday has one of those stories (click at your own peril) which makes it sound as if they’re on the churches’ side. (They really have mastered the art of link-bait – the url includes Jesus, Sainsburys and Darth Vader amongst others.)
But what is this? In a story complaining about the ignorance of supermarket chains about Easter, the Daily Fail subs show their ignorance of the Church of England. They think their occasional columnist George Carey is still archbishop of Canterbury.
The nub of the story is that some supermarket chains won’t stock the Real Easter Egg. I confess I remain seriously suspicious of the report that:
One chain even asked ‘what has Easter got to do with the Church?’, according to the makers of The Real Easter Egg,
When a quote is that anonymous – one chain – and it is qualified by attribution to a company, my instinct is to doubt its veracity. I don’t doubt there is widespread ignorance of the Christian Easter faith, but when a quotation is so carefully not attributed to anyone who might be able to sue, it is unlikely to bear much resemblance to what anyone actually said.
I also have to say, while I think the Real Easter Egg is a great idea, it is a commercial initiative. It has to succeed on commercial grounds, not on the basis of archepiscopal, or wish-I-still-were-archepsicopal pronouncements. As a bare minimum, it has to taste good, in order for people (other than those who wish rightly to support its message), to want to buy it. And, much as I regret having to say so, based on my personal chocolate taste, the Real Advent Calendar has put me off “Meaningful Chocolate” for some time to come.