The Apprentice S19 E05
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00:00This remains one of the toughest processes around.
00:04Lord Sugar is on the hunt for the next big thing.
00:07This is an opportunity of a lifetime.
00:11Battling to become his business partner,
00:1318 ambitious entrepreneurs.
00:16Let's go!
00:17I've pulled his chin!
00:19Action.
00:20It's a deal worth fighting for.
00:22Please let me finish talking.
00:23Guys, this is absolutely mental.
00:25We're going to get nothing done if we speak to each other like this.
00:2718 candidates.
00:29We just don't want it looking like pain.
00:3112 tough tasks.
00:33That's the biggest load of garbage I've ever seen.
00:36Oh no, are you joking?
00:37No, I'm not joking.
00:38One life-changing opportunity.
00:40You're fired. You're fired.
00:42It's a bloody shambles. You're fired.
00:53Previously...
00:54I'm giving you crops to turn into cash.
00:57Mia led Team Tomato.
00:59I think I'm going to go pizza.
01:00That's banging.
01:01But over-promising...
01:03The probability of actually finishing this is literally impossible.
01:06...meant their profits got pulped.
01:08We've got to do 90% of the work now.
01:10Nadia's Spud Squad...
01:12Do you want more sausages? Because this is coming in protein.
01:15...splashed the cash.
01:16So it's around about £5.
01:18But slow sales chipped away at their chances.
01:22Thanks very much.
01:23No worries.
01:24And in the boardroom, Tomatoes took the win.
01:27£167.83.
01:30Janna ended up in hot water.
01:33The next task, you are going to be the project manager.
01:36OK.
01:37But it was Nadia who got the chop.
01:39You're fired.
01:41Now 14 candidates remain to fight for the chance to become
01:46Lord Sugar's business partner.
01:534am.
01:55Good morning.
01:56Good morning.
01:57Lord Sugar would like to meet you at Sketch Central London.
02:00The cars will be outside in 20 minutes.
02:05Guys, 20 minutes. Sketch London.
02:08Let's go.
02:09You've got 20 minutes.
02:11Have you not been to Sketch before?
02:13I've gone to Sketch.
02:14It's the one with the eggs, like, toilets.
02:1620 minutes.
02:18It is a high-end restaurant,
02:20which means this is going to be another food task.
02:23Oh, God.
02:25I've only just got over the last one.
02:27I'm looking forward to you leading us to victory this time, man.
02:31Definitely, definitely.
02:32You need to get a W.
02:37I am ready, ready for a win.
02:39Yes, we can't be in the loser's cap again.
02:42Yeah.
02:43All I know is that we have to win.
02:46We're on a winning streak.
02:47Four out of five wins would be an 80% success rate,
02:50and that sounds quite good.
02:51I like that.
02:52Nice to see you.
02:53Nice to see you.
02:56Mayfair, central London.
02:59Home to hundreds of high-end eateries
03:02offering up a taste of indulgence.
03:05Good morning.
03:06Good morning, Lord Sugar.
03:09Now, this restaurant serves Michelin star greats.
03:13We will begin this with the fried egg.
03:16The fried egg is the most expensive dish on the menu.
03:20Now, we are served with a slightly sweet-flavoured
03:23sauce that is just a little bit sweeter,
03:26and then we have the bacon.
03:29That's the bacon.
03:30That is the bacon.
03:31Now, this restaurant serves Michelin-starred food and world-class chocolate creations.
03:39And that's exactly what your next task is all about.
03:42Now, the UK Easter egg market is worth a staggering £220 million.
03:50Now, I want you to create a new chocolate Easter egg.
03:55You will have to design, package, and brand it, and you'll pitch your product to retailers.
04:02The team that secures the most hypothetical sales will win, and on the losing team, at
04:08least one of you will be fired.
04:10Right, I'm going to mix the teams up.
04:13Fred, Johnny, and Emma are going to swap with Keir and Max.
04:25Everything clear?
04:26Off you go.
04:29Two days to create a new Easter treat.
04:32Welcome to the team, guys.
04:33How are you all feeling?
04:34Good.
04:36Very happy.
04:37Very excited.
04:38Before trying to tempt buyers tomorrow.
04:39Hopefully we can bring you a win, eh?
04:43First job.
04:44Another failed one.
04:45It's chocolate this time, no more tomatoes, but...
04:48Choose a chief.
04:50So guys, is anyone feeling project manager today, or...?
04:55I do feel like it's now time for me to be project manager.
04:58I feel like I love food.
04:59I also used to work at Waitrose for four and a half years.
05:02In the last few tasks, I've given it 110%, so yeah, I'd like to put myself forward.
05:08Anyone else want to be project manager?
05:12Sounds good to me.
05:13Sounds good to me as well.
05:14So it's me?
05:15Yeah.
05:16Brilliant.
05:17Malika the project manager.
05:21Across the hall.
05:22As a dentist, I don't know too much about chocolate.
05:26Crowned by Lord Sugar.
05:28So a bit of pressure on me now.
05:30Project manager, Jana.
05:32I like the idea of having a kids' Easter egg.
05:35Is everyone on board with that?
05:36I was thinking about the luxury market as well.
05:38It is booming.
05:39And I feel like with the kids' market, of course it is the biggest, it's the most saturated
05:42as well.
05:43So yeah, I completely understand your point, Nisa, but I think going for kids brings up
05:46a wider market.
05:47Right, so the luxury market, we could have something more unique, a unique flavour, and
05:52I think we could actually create something that the brands would like.
05:55I think for now, let's keep it as it is.
05:56Is everyone happy with kids?
05:58Yeah.
05:59All clear?
06:00All clear?
06:01Clear.
06:02All right, so kids it is.
06:03As I'm project manager, it's my responsibility to make the big calls, so I'm hoping at the
06:05end they understood why I made that choice and they were happy with it.
06:09I personally would rather go for the luxury side of things.
06:12On the other team...
06:13I think that's something we could all go on board with.
06:15Definitely.
06:16Okay, so we're going for luxury, yeah?
06:17Yep.
06:18Yeah.
06:19Mulling things over, Malika.
06:20Can I ask?
06:21Yeah.
06:22Have you looked for the luxury route?
06:23Is there a storyline you had in mind?
06:25Yeah.
06:26Well, I'm open to your ideas, but I was kind of more thinking maybe just having a heart
06:31shape or maybe a star shape in terms of the packaging.
06:34How is that unique?
06:35Obviously, originally, you wanted to go down this route.
06:37Did you have any particular USPs that you wanted to put forward?
06:41Yeah.
06:42Well, I'm leaning towards an option where it is a little bit health-related, it has
06:47health benefits.
06:48I'd like that.
06:49So health benefits is our USP?
06:50You want us to be healthy?
06:51I don't think that's a good idea.
06:52I disagree strongly.
06:53They juxtapose too much.
06:54I don't want to have it in the back of my mind, oh, God, this should be healthy.
07:00Malika has best intentions and, you know, she's really passionate about food, but what
07:05she's lacking is a really specific vision and a USP.
07:09Let's try and do something a little bit different.
07:11I've got an idea.
07:13It's one of my favourite drinks.
07:14It's matcha tea.
07:15Yeah.
07:16Love matcha.
07:17Mixed with white chocolate and caramel.
07:18I can guarantee people will love it.
07:19I like the white and matcha.
07:21Yeah.
07:22I think that is quite premium.
07:23I do like that.
07:24My idea was to have, like, maybe, like, a character.
07:28So, for example, I had Easter Ed.
07:31Chewing over a concept for bear chocolate.
07:34I quite like the theme of, like, maybe outer space or planets.
07:38Janna's team.
07:39Could Easter Ed be an astronaut?
07:41OK.
07:42That could work.
07:43So he has a message, plus there's a space theme together.
07:46Now, guys, looking at the great Easter eggs we have over here, what's the most safest
07:50approach to take?
07:51I love the classic Easter egg look.
07:53Milk chocolate.
07:54For me, when it comes to kids, I think animals.
07:56They love pets, cats, dogs, etc.
07:58And I think we could really make it stand out with something animal-related.
08:02The thing with that is, right, sometimes when you're doing animal characters,
08:05you kind of limit it in terms of the age range people want to go for.
08:07Yeah.
08:08I still just think, with classic, is that going to stand out?
08:11I think we'll just take it to a vote, Janna.
08:13Can you please put your hands up for animals?
08:15Oh, OK.
08:16I do think on this occasion, I think going for classic,
08:19it brings up a wider market, so I would like to go for that,
08:22if that's OK with everyone.
08:24Janna is PM at the end of the day.
08:26He has overruled our decision, but I'm hoping it doesn't come back
08:29to bite him in the bum.
08:31So Kia, Amber Rose, Jordan and Max will be in the branding team.
08:37Managing her manpower, recruitment boss Malika.
08:41And sub-team leader Amber Rose, I'd love you to be sub-team,
08:45are you comfortable with that?
08:47I'd like to put myself forward, I'm very confident in my ability.
08:50Do you know what, I think I do want to be fair in this process.
08:53It's not about fair, I work in the creative industry,
08:55I really understand design.
08:57I think Jordan would be good.
08:59I do think you'll be excellent at that.
09:01Great, perfect.
09:02So for the branding team, I'm taking myself,
09:04Frederick, Johnny and Liam.
09:06Does anyone want to be sub-team leader?
09:08I don't mind putting myself forward,
09:10given my background in cooking, I think I can create a good product.
09:13Let's go get it.
09:1811am.
09:20Today, teams will cook up brands and create their new confections.
09:25I think we should stick with the brief and what Janna's said.
09:28First on the menu...
09:29I'm happy to go on egg on the basis
09:31that that's what Janna has requested of us.
09:33He wants a classic egg.
09:35Choose a shape for their chocks.
09:38Typical connotations to luxury elegance are abstract art paintings.
09:42It's a little bit obscure, it's quite unique.
09:44It looks to me like a log.
09:46I just can't see anything but a log at the moment.
09:50It's just brown and it's loggy.
09:53If you go for that, then the dark chocolate
09:55is probably going to be off the cards,
09:57because it will look like a turd.
10:02Central London, a leading creative agency.
10:06We want something different that hasn't necessarily been done before.
10:10They're pondering names for their luxury product.
10:13Let's get these written up on the board.
10:15Jordan, Max, Amber Rose and Kier.
10:19So I was thinking along the lines of the art of chocolate or something.
10:23Erm...
10:24It's quite long.
10:25Yeah, I'm strongly against the word, isn't it?
10:27I was thinking as well, like, there's companies out there
10:30who are one word, think Apple.
10:32We could even take it a step further and have a word
10:34that has something to do with chocolate,
10:36like, I don't know, ooze or something.
10:39We need something broad enough that we can be flexible
10:42depending on what product we land with.
10:44If there was a way to call it Chocolatier, that'd be sick.
10:47Chocolatier is just a job role.
10:49It's like calling it, like, CEO.
10:51Anything else come to mind?
10:53I was thinking something like ChocoLuxe.
10:55You know what? ChocoLuxe is a very strong one.
10:58It's to the point. I feel like we should go with that.
11:01I'm happy with that. All in agreement.
11:03Brilliant. ChocoLuxe. There it is.
11:06They've named their Easter egg ChocoLuxe.
11:08I mean, they were given a really broad brief by Malika
11:11to do whatever they wanted,
11:13and what they've actually created is pretty boring.
11:16That is so good. ChocoLuxe.
11:18Yeah, we can sell that. We can sell that.
11:22Next door, Ed's Easter egg.
11:25Like, there are three Es, so we can play on alliteration.
11:28Working on ways to crack the kids' market.
11:31What is creative about Ed's Easter egg?
11:33It might as well be Johnny's Easter egg.
11:35It might as well be Johnny's jelly.
11:37Do you know what I mean? I just don't really get it.
11:39Janna's space cadets.
11:41What about Easter Ed's chocolate egg?
11:43Easter Ed's chocolate egg. Let's go for that.
11:47The main thing I want to be able to have is,
11:49when you're thinking of Easter,
11:51I want our character, Ed, to be the Santa Claus of Easter.
11:54Can we have him slightly at an angle,
11:56so as if he's floating with no gravity?
11:58Then can we make him bigger as well?
12:00No, I think straight up. I don't like it tilted.
12:02Can we put it on the right-hand side?
12:05It's empty now. Do you want the character bigger?
12:07No. Yeah, definitely. I like that.
12:09I don't really... A little bit smaller.
12:11Bigger, bigger. Keep going, keep going, keep going.
12:13I prefer how it was before. Shall we just see that?
12:15No. I would like to have some chocolate pouring out,
12:17especially outside the window.
12:19We just don't want it looking like poop. That's the problem.
12:21No. I think we should leave it.
12:23Yeah, just go back to how it was before.
12:28I'm getting the vibe I'm slightly irritating just a couple of people.
12:31However, there's a lot widening on this,
12:33so I do ultimately think it's really important
12:35to challenge things which I think are a bit cliche
12:37and not very high standard.
12:39I'm happy with the box. What do you guys think?
12:41I think it would have been good to get chocolate on there somehow.
12:44Right, so let's go with the dark shade approval you have, please.
12:47Yeah.
12:49Breathing life into Choco Lux.
12:51The whole box should be one overall colour, I think.
12:54Animation hotshot, Jordan.
12:57So could we write Choco...
12:59Choco Lux? Yeah.
13:01That's too much like Cadbury's.
13:03Purple is just a very premium colour.
13:05I see it used in a lot of premium brands.
13:07Yeah, I just think that that shade of purple
13:11might be conceived as one of the bigger confectionery competitors.
13:15I get the whole point,
13:17but it's in association with something people already know.
13:20We just need to be conscious of,
13:22especially because it does look like that brand,
13:24does it stand out if it was next to them, for example?
13:27Yeah. That's the worry.
13:29I can see how that would work with the chocolate theme.
13:32I want to go with that.
13:37Cambridge.
13:39At Development Kitchens.
13:41You've got your chocolate, you'll have to put your flavour on the top.
13:45For both teams.
13:47On these scales here again, you would have your bowl,
13:49and start adding in your dry ingredients,
13:51that's what you're going to start with.
13:53A masterclass in chocolate making.
13:55Taste as you go. You can always add more,
13:58finessing flavours to fit their luxury brief.
14:01I haven't actually tried the matcha on its own yet.
14:04Oh, you wouldn't. It'd be really strong.
14:06No, go on. We'll try. May as well.
14:08Dean, Mia and Malika.
14:14What do you think?
14:16That's strong, innit? Yeah.
14:18We're not going to use much of that.
14:20So should we start with, like, 20?
14:22No, that's going to be too much.
14:24Let's have two grams to start off with.
14:26I'm going to grab the white chocolate.
14:28Yeah? Right.
14:30Shall we get trying?
14:34I mean, all I really taste in that is white chocolate.
14:36What about you?
14:38Yeah.
14:40You can't taste the matcha? No.
14:42So should we double up on the matcha?
14:44What are you thinking?
14:46I think any more and it might look a bit silly green.
14:48Mmm.
14:50I know what you're saying about the colour,
14:52but if we advertise it as matcha and you can't taste the matcha...
14:54..it's going to look gross.
14:56Any more green is going to look gross.
14:58It is.
15:00I don't want our egg to look like a bogey.
15:02I want it to have, like, that mild, sophisticated look,
15:04and that's why we've decided to go for, you know,
15:06the much lighter colour.
15:10Can you not taste any matcha at all?
15:12Not really.
15:18Next door.
15:20In terms of flavours, we want something that will appeal to the masses.
15:22Cooking up ways to help their chocolate pop...
15:24Milk chocolate, is everyone happy?
15:26Yeah, yes.
15:28..Aneesa, Chizola and Emma.
15:30So now let's move on to the dry ingredients of it as well.
15:32So 10g of crunchy caramel
15:34and let's do 10g of popping candy.
15:36OK, so we have 20g total of the dry.
15:38Let's just mix it up.
15:40And then chocolate.
15:42Ooh, ooh, ooh.
15:44It's looking quite tasty.
15:46It is.
15:48I honestly am thinking a little bit more caramel
15:51to just enhance the caramel flavour
15:53and then we keep it like that.
15:55I'm thinking caramel choccy egg.
15:57Cheers!
15:59Mmm!
16:01That's quite nice.
16:03That's good.
16:075pm.
16:09Hi, team, how are you all doing?
16:11Touching base with her branding team...
16:13You're doing good. How are you guys getting on?
16:15..Malika.
16:17Yeah, so we've actually thought of
16:19a white chocolate matcha Easter egg.
16:21OK.
16:23I do want to make it very clear, however,
16:25the matcha flavour doesn't come through
16:27that much.
16:29The reason being is if we were to put
16:31more matcha into the Easter egg,
16:33it was coming up as a very dark green colour.
16:35So what colour is the egg?
16:37Is it white or is it a light green?
16:39It's a light green.
16:41Do we think that that screams luxury
16:43and it doesn't just scream shrapnel?
16:45No. Imagine a pistachio colour
16:47and a few shades lighter.
16:49And, guys, just on the shape of the product,
16:51what have we landed on?
16:53So we've basically gone for...
16:55It looks like a log shape.
16:57OK, then.
16:59Well done. Thank you. Bye-bye.
17:01I'll be honest, I'm not too happy
17:03with that whole colour thing,
17:05because, I mean, to see an half green,
17:07I'm going to be thinking, is that thing out of date?
17:09Obviously, the brief was premium luxury.
17:11I don't know that a green log
17:13really resonates that.
17:16Yeah.
17:18We went with milk chocolate.
17:20We had crunchy caramel and popping candy.
17:22Checking in with his chocolatiers.
17:24Have you guys tasted it?
17:26Yeah, it's bangin'.
17:28Like, the taste is bangin'.
17:30Dentist Jana.
17:32Now we're moving on to decoration.
17:34Is there anything in particular you wanted from us to do?
17:36So around the logo, we have an orange ring
17:38that goes around it.
17:40You can add that orange as an element
17:42to your chocolate Easter egg.
17:44You know, grey stars and grey planets around it.
17:46It's a navy blue box on all of the outside.
17:48Don't do anything more blue,
17:50because the box is already blue.
17:52Yellow and orange would be great colours for it.
17:54Yeah, we understand.
17:56We're now going to go in to decoration.
17:58Good luck.
18:00OK, guys, so let's start decoration.
18:02This is the most crucial part of our egg.
18:04Let's start.
18:06What I do want to do is
18:08try some gold leaf.
18:10Could we maybe do some swirls?
18:12Anita's team adds some luxury to their log...
18:14I quite like that, actually.
18:16Yeah, I'm buzzing with it.
18:18..working on their extraterrestrial egg...
18:20Oh, what do we think? Like that?
18:22I think that looks like a crater.
18:24OK.
18:26..Anisa, Emma and Chizola.
18:28It does give, like, that space feel.
18:30I think that could look really nice.
18:32They mentioned about having, like,
18:34an orange ring around the egg.
18:36Nice.
18:38I can't see what I'm doing right now.
18:40Yeah, carry on, and then stop, stop.
18:42The colour looks really good.
18:44Is it worth trying to brush it a little bit out?
18:46Not too much, not too much.
18:48Just making it a little bit thicker.
18:50This is nice.
18:52Can you potentially brush on a base of sprinkles
18:54and a bit of white chocolate to the egg?
18:56Onto the band.
18:58Let's just put some things on, see what they look like.
19:00Let's try, like, here, for example.
19:02Oh, look.
19:04It does look better.
19:06The team had a really clear concept.
19:09It was to create a simple, fun,
19:11kids-focussed egg
19:13that appealed to the mass market.
19:15They've created this Dali-esque piece of art
19:17which I don't get at all.
19:19It is mad.
19:21It's got that intergalactic feel,
19:23so I think we can make this work.
19:277pm.
19:29Last task of the day.
19:31And action.
19:33Shoot a short video that gives a flavour
19:35of their brands.
19:37Do you want a chocolate taste
19:39from outer space?
19:41While Frederick brings
19:43Easter egg to life.
19:45When you have been good for weeks,
19:47Easter eggs will come
19:49with treats.
19:51Channeling her inner director for Chocoluxe.
19:53I think flashcards would be quite
19:55easy to execute.
19:57Amber Rose.
19:59So you just make some facial expressions
20:01like this.
20:03Shock.
20:05A little bit more on your face.
20:07We're disgusted.
20:09Really shocked.
20:11So do we, so agree.
20:13Take it off.
20:15Introducing Chocoluxe.
20:17We're really happy with this.
20:19This is the best product ever.
20:21Unique shapes and flavours for Easter.
20:23Chuck it off and walk off.
20:25I think that's all we need.
20:27Should we do one more take?
20:29We've spelt unique wrong.
20:31So we need to do that again.
20:34I'm not particularly happy with where
20:36we've landed with the video.
20:38We were going for a premium approach.
20:40I'm not entirely sure that we've achieved that.
20:42I don't think it's probably what any of us
20:44really envisioned from the start.
20:46It is what it is. It's done now.
20:488pm.
20:50Videos wrapped up.
20:52That looks great.
20:54That looks really good.
20:56It's very simple, it's eloquent.
20:58Prototypes produced.
21:00Good job everyone. Let's head back.
21:02Push for sweet deals.
21:087am.
21:10I think you'll be happy with what we did.
21:12For Janna's team.
21:14We want to stick to your brief in the morning.
21:16So having that classic egg shape.
21:18A first peek at their cosmic creation.
21:20What do you think?
21:22I do have a couple of concerns.
21:24I can't lie.
21:26I think the white looks like snow.
21:28I think it looks like it's snowing.
21:30And guys, I do think the hundreds and thousands
21:32of the spin quills or whatever you want to call them
21:34look really messy. That's my concern.
21:36Yeah, I hear your concerns.
21:38But I think ultimately we know this is for kids.
21:40They eat with their eyes.
21:42They're going to be like, oh my gosh, I love the look of that.
21:44It does look a tiny bit messy.
21:46I feel like we've got too much going on.
21:48It's just a bit of decoration.
21:50And really to make it stand out,
21:52it needed something that was more out there.
21:54Albeit we're doing it for children,
21:56it kind of looks like a child made it.
21:58It does look messy and that does worry me
22:00going into pitch about it this afternoon
22:02that it just doesn't look professional.
22:04So our goal was for it to look like a planet.
22:06So that's why we have the orange ring around it.
22:10Across the hall...
22:12Oh, you love it?
22:14...Malika's team get a look at their luxury log.
22:18Obviously when we heard that you guys had made a green egg,
22:20we were slightly conscious
22:22because in our opinions,
22:24green doesn't necessarily scream luxury premium.
22:27And this is greener
22:29than I would have expected it to look.
22:31But it's matcha infused.
22:33Honestly, I can't stress enough
22:35how little matcha we put.
22:37Yeah.
22:39Literally, I think it was 1.5 to 2 grams.
22:41If the matcha flavouring isn't strong,
22:43was there a point in using the matcha?
22:45Yeah, I did flag this up.
22:47It was what we discussed in the brief in the morning.
22:49It is like...
22:51There is matcha in it.
22:53There's not too much otherwise.
22:55Oh, I'm more than happy with the finished result.
22:57I love it.
22:59It's different.
23:01The quality is there.
23:03And that's exactly what we wanted to achieve here.
23:05And I think that we've definitely smashed that out.
23:07My only qualms about this is the fact that
23:09if we can't taste the matcha, why did we add it?
23:11Just because a premium product to me,
23:13when you have ingredients,
23:15there needs to be a lot of those ingredients.
23:17That's what makes it luxury premium.
23:19Bye!
23:21It's actually not bad. I actually think it's quite good.
23:24My mouth is still popping.
23:26Drilling down into his brand...
23:28So I wanted to create a main character for Easter.
23:31Dentist Jana.
23:33Easter Egg is the logo.
23:35Let me know what your thoughts are.
23:37I was just thinking with packaging,
23:39it could have been a bit intergalactic with colours.
23:41Yeah, I just think, like, the night sky is navy blue.
23:44But when you're next to all this bright-coloured Easter Egg packaging,
23:48we might not stand out as much.
23:50So I think it could have been kind of planets and...
23:52Like yellow stars. Yeah, like yellow stars.
23:54We did try all that. We did try all that, but honestly,
23:57it was just looking too messy.
24:01In terms of the packaging and the branding that we came up with,
24:04it's very strong.
24:06Also, picking over their packaging...
24:08We tried to use a font that was a little bit more premium grade.
24:11Malika's team.
24:13My only concern, I would say, is it looks like
24:15another fairly large competitor within the confectionery market.
24:18Ultimately, coming out of that morning meeting,
24:20there wasn't much clarity on...
24:22No, I appreciate what you're saying. ..what we actually had to make.
24:24But you're right to flag it as a concern.
24:26It's something we definitely all need to be mindful of.
24:28Yes, OK, it does somewhat resemble those colours,
24:30but it just means that people are going to resonate with it quicker.
24:35Do you want a chocolate taste from outer space?
24:38For Janna's team...
24:40When you have been good for weeks,
24:42Easter Eggs will come with treats.
24:44..the big reveal of their brand ambassador.
24:47If you've been good, Ed will know and find a way.
24:52OK.
24:53I feel like you kind of mixed Easter and Christmas.
24:56Like, Easter, Ed's going to come and treat you.
24:59That's kind of, like, the whole point. That's his vision.
25:01That was my vision. To create a Santa Claus for Easter.
25:04I think, yeah, I think that's a little bit confusing.
25:07I like where the astronaut is in space,
25:09and I think we should have just centred astronaut in space
25:12for, like, the majority of the video.
25:14What I wanted to do is, you know, we've got Santa Claus for Christmas.
25:17For Easter, we don't really have a main character.
25:19So, you know, Easter Ed will find a way to get you your treats,
25:22as long as you behave yourself.
25:24I understand why Janna wants to create a character
25:26like Santa Claus for Easter, but the Easter Bunny does exist.
25:30I don't think astronaut Ed or Easter Ed
25:32is going to take over from the Easter Bunny.
25:39For Chocolux...
25:41..a first peek at their promo.
25:53Is that it? Yeah. Yeah.
25:55It's supposed to be a ten-second...
25:57OK, so it's meant to be a short one. Yeah.
25:59It's...
26:01I think, um...
26:03I actually don't know what I think.
26:05It wasn't my most favourite video.
26:07It didn't scream luxury, in my view.
26:09Obviously, it's Amber Rose.
26:11I trusted her opinion that, you know, Flashcards,
26:13and trusted her to direct it.
26:15Yeah, so, one sec, so...
26:16We had limited time and limited resources.
26:18And ultimately, it might not look the most premium,
26:21but it conveys our story and our brand ethos.
26:25The video was not luxurious at all.
26:27I feel like the cards was a bit cheap.
26:29Um, he looks a bit depressed at the start of the video.
26:33Um, and then he sort of gets a bit happy,
26:35but, yeah, I didn't think that was the right route to go.
26:38In terms of who's going off for consumer research,
26:40it's going to be here, it's going to be Amber Rose,
26:42and then also Max.
26:43Are we all happy with that? Yeah, I'll do that. Cool.
26:4610am.
26:48While half of each team gathers feedback on their eggs,
26:52the rest...
26:54So, in terms of the structure of the pitch,
26:56I'm going to be opening up, setting the scene.
26:58..will try to hatch the perfect pitch.
27:00For Christmas, we have Santa Claus,
27:02who preaches good morals, be kind and good ethics,
27:05but for Easter, we don't really have that person,
27:07and that's why we've created Easter Ed.
27:09I don't understand.
27:10If I was there hearing a rope-in-er,
27:12and you say that there's a gap in the market
27:14if there's a Santa Claus, but there isn't around Easter,
27:17I've always seen Easter Bunny.
27:19The thing with Easter Bunny is we know with Santa Claus,
27:22you have to be nice.
27:23There's a naughty list, there's a nice list.
27:25With Easter Bunny, there isn't that ethos behind it.
27:27It's just an Easter Bunny.
27:28It doesn't stand or represent anything.
27:30But do we want to be talking about Christmas
27:32when this is all about Easter?
27:34So this is why it would work so well,
27:36because that works so well with Christmas.
27:38Why wouldn't Easter Ed be the Santa Claus of Christmas for Easter?
27:41OK.
27:43Janna keeps mentioning Christmas.
27:45I'm here thinking we're talking about Easter,
27:48so if I'm confused as part of the team,
27:50what are the clients going to think?
27:52Should I say, then, Easter Bunny's been outdated?
27:54Yeah, maybe pop that in there as well.
27:58At a high-end hotel, for the other team...
28:01How we doing, guys? We good?
28:03..a chance to see how Chocolux lands with the public.
28:06Would I be right in assuming that this does look like a luxury product?
28:13I would maybe think it was just sort of an imitation of a Cadbury's product.
28:17I like the gold leaf, but, like, the colour is just, like,
28:21it's downfall, I think.
28:23Um, I don't drink matcha, I don't know much about it,
28:26but I don't feel like it tastes like that.
28:29I agree the matcha doesn't really come through at all.
28:32I'm a massive matcha latte fan
28:34and didn't get a single bit of matcha, which is quite disappointing.
28:40Now we're going to need you to taste some chocolate.
28:43Yeah!
28:45She's excited!
28:47Putting their egg to the experts.
28:49Hands up if you like the taste.
28:51Wow! Nine out of nine of you like the taste.
28:55Gisela, Liam and Anissa.
28:58OK, let's crack on.
29:00Who feels like the taste is out of space?
29:03Put your hands up.
29:05Only three of you think out of space. OK, that's fine.
29:08It doesn't really, like, make me feel like I'm floating around without breathing.
29:12So here we have Easter Ed, he's an astronaut.
29:15Who likes the astronaut?
29:17Anyone? Hands up if you like the astronaut.
29:20That's it, really high, really high.
29:22That's it.
29:23Three of you, two of you. OK, that's OK.
29:26So, everyone, do you like the actual look of our egg?
29:30I don't really like the look of the egg cos it's not really even.
29:39Mid-afternoon.
29:41Hi, guys, how are we doing?
29:43Before pitching begins...
29:45They didn't actually get the match coming through,
29:47they were a little bit disappointed by that.
29:49..for both teams...
29:51All of them love the flavour.
29:53Oh!
29:55..a chance to filter through the feedback.
29:58There obviously was a few things that I wasn't 100% on.
30:02Only two out of nine like the astronaut.
30:05And only three out of nine liked Easter Ed as a name and a brand.
30:10A big part of our speeches is actually building a real brand
30:13around Easter Ed,
30:15so I think we've kind of all successfully mitigated that.
30:205pm.
30:22Arriving at both venues, some of the nation's biggest buyers,
30:27including Waitrose, Tesco and Asda.
30:31We have worked tirelessly to create a unique recipe
30:34of a luxury chocolate Easter egg.
30:37Serving up Chocolux.
30:39I personally cannot wait for you to open that box and try that chocolate.
30:43Oh, there we go!
30:45Malika's team.
30:47It's pretty solid.
30:49So what we've done was we've mixed two of my favourite things,
30:53matcha tea and chocolate.
30:55So, yeah, absolutely love it,
30:57and, yeah, we ultimately wanted to challenge that Easter egg shape.
31:00Our method of doing that was through interpretive art, really.
31:04And we're really pleased with where we've landed with this product.
31:10When you have been good for weeks,
31:12Easter Ed will come with treats.
31:14Shooting for the stars with Easter Ed.
31:17Available in your stores today.
31:19Project manager, Janna.
31:21I think it's safe to say that all of us in this room here today
31:25have children in our lives that we love.
31:27However, you see, the thing is, in Christmas time,
31:31during December, they all act really nice.
31:34And I thought to myself, that's great,
31:36but why don't we have that for Easter?
31:38And that's why we decided to create Easter Ed.
31:41Every Easter, he comes down to Earth
31:43to deliver a chocolate taste from outer space.
31:47But not to everyone.
31:49You have to be kind in order to qualify for one of these chocolate eggs.
31:53So there we have it.
31:55The holiday hero with a message we can all get behind.
31:59Pitch is over.
32:01Teams have one hour to secure bulk orders from buyers.
32:05We've chosen matcha,
32:06that's something that we're seeing as an emerging trend.
32:09While Keir crunches the numbers.
32:11We'd be happy at 1,000 units.
32:131,750.
32:15Thank you very much.
32:18In talks with supermarket titan Tesco.
32:22Any questions to start off with, guys?
32:24I think certainly matcha is one of those products
32:27that we are seeing on trend at the moment
32:29and actually matching it with white chocolate
32:32is, we feel, is a good match.
32:34And do you have any estimations
32:36in terms of what you would generally look to start off with
32:39with a new engagement?
32:41I think we can go up to circa 8,000.
32:45Would you maybe consider going up to around 150?
32:48If at 150, that's a good number.
32:52If at 150, that product then became exclusive to Tesco,
32:56then we would make that commitment.
32:59OK.
33:00So, OK, in that case,
33:02would you mind if we just have two seconds to discuss as a team
33:05and come back to you? Sure.
33:07OK.
33:08I think we should come in with a counter offer,
33:10something potentially just a little bit lower
33:12and just cut the exclusivity.
33:14I don't think we need to go around it too much.
33:16I'll go with 125, no exclusivity, and I'll go from there.
33:20Thank you for that, guys.
33:22Really appreciate your offer and your interest in the business.
33:25We would be reluctant to offer exclusivity at this stage.
33:28Would you maybe be happy with 125,000 and no exclusivity?
33:32I'll hold firm on the 150 exclusive or 80 without.
33:38Erm...
33:39I think we should shake on 80.
33:41We'd love to shake on 80,000 eggs.
33:43Thank you so much. Thank you very much.
33:46They could have secured an order of 150,000 units from Tesco's,
33:50but they turned that down
33:51because they didn't want to offer exclusivity.
33:54I mean, that is a brave decision.
33:56They got an order for 80,000,
33:58but only 70,000 less than they could have had.
34:01Mia, you did walk away with some orders, so well done for that.
34:04Again, we are eating up to our time, so I'm going to rush off.
34:07I'm going to speak to HOs and try and nail this fast.
34:11On the other team...
34:13A chocolate taste from outer space.
34:16While Chisola gets a bite from the buyers...
34:18I will go up to 3,000, but I can't go any further than that.
34:22..looking to land his first deal.
34:24Hi there, pleasure to meet you. My name's Janna.
34:26Janna.
34:27Please tell us, what do you guys think?
34:29I think it's a classic example of good idea, poor execution.
34:33OK.
34:34On your pitch, you said about the importance of your character
34:37and the kindness message that comes through.
34:39How do you think that actually comes across
34:41in your packaging and the finished product?
34:43We're going to really home in that message
34:45that it is for children who behave themselves so nice,
34:48who spread positivity.
34:49Where's the kindness, though?
34:51We wanted to kind of convey that really positive message.
34:54It's not about eating loads of junk food,
34:56it's actually about spreading kindness and positivity.
34:58For me, that message is just missed.
35:00Ultimately, what are your thoughts?
35:02We'd love to get these in your stores today, ideally nationwide.
35:05I admire your persistence, but I can't get past the look of this egg.
35:08I think the ethos and the kindness thing is a really nice brand idea.
35:12Unfortunately, it wasn't encapsulated on the packaging.
35:15However, the decoration on the egg looks like a three-year-old's done it,
35:18so I am worried going forward.
35:22East London.
35:23This is a delicious product, and it is unique.
35:26While Amber Rose seals a deal.
35:28Because it is a little bit different, I will go up to 2,500.
35:31Thank you very much. Thank you so much.
35:34Hoping to win favour with a former employer.
35:37I can see you're wearing the deli jacket
35:39that they normally wear at waitrose,
35:41not the fish counter one.
35:43Malika.
35:44So, as one of the senior development chefs,
35:46I look after all things sweet, including chocolate and confect.
35:49Ooh! OK. Interesting.
35:51You're someone special indeed.
35:55Yeah, so what are your overall thoughts?
35:57Personally, I was a bit disappointed
35:59that I couldn't get matcha throughout it.
36:01Actually, if we put too much matcha,
36:03you're kind of losing the taste of chocolate almost.
36:05But did you actually like the chocolate itself?
36:08For me, it was very, very sweet.
36:10I know you said you don't particularly like the sweet taste,
36:14but should we maybe talk about whether you may be interested
36:17in potentially placing an order with us today?
36:19Based on what we've heard today, we would not be moving forward.
36:23Is it not worth just, like, putting it on the shelves,
36:26see what happens, and then take it from there?
36:28I still think it comes down to taste, to be honest.
36:31OK. Well, look, I really appreciate your time.
36:33Again, we've already made a negotiation with Tesco already
36:37of thousands of units, tens of thousands,
36:40but if you do change your mind, come and grab us,
36:43and then we can, you know, come to some sort of agreement there.
36:47Malika almost did a na-na-na-na-na moment to Waitrose when she said,
36:52well, we've secured an order of tens of thousands of units with Tesco.
36:55I was a bit unprofessional.
36:5830 minutes until sales must cease.
37:01We really enjoyed eating.
37:03We can shake on 6,000.
37:05Thank you very much. Amazing. Thank you so much.
37:07Launching into a last-minute pitch...
37:10I was wondering if you see Easter Eggs chocolate egg
37:13in your John Lewis stores.
37:14...Jannah's half of the team...
37:16The actual finish on the egg itself,
37:18do you think that's strong enough when you've got it
37:20so on front of shelf for customers to see?
37:22Yeah, do you know what, Lisa? I do see your point there,
37:24but I think that kind of rough, handmade finish
37:26does have a certain appeal.
37:28So the real question is, is not if you want to order,
37:30but how many would you like to order?
37:32Just before that, we really liked the positive message.
37:35We did wonder why it wasn't stronger on your packaging.
37:38It is a shame. However, that's why we had the video
37:41to try and push that part of the element of our branding forward to you.
37:45So how many stores would you think you could see this in?
37:48The finish, for me, wouldn't meet our customers' expectations.
37:51So unfortunately, it's not something we could look to stock on our shelves.
37:57Five minutes to go.
37:59Tesco has so many stores.
38:01If we sold that 1,000 in each store, that's over a million straight away.
38:04Both teams.
38:06I can't stress how happy we are with the way the product tastes.
38:08Press for sales.
38:10We were able to bomb that order up to 3,000,
38:12and I'll shake your hand right now.
38:13Bless you.
38:14Oh, fantastic.
38:15You mentioned in the pitch that Easter needs a Father Christmas character.
38:18Are you aware of the Easter bunny?
38:20It's my favourite drink mixed with chocolate,
38:23and it just works so well together.
38:25We just wondered why you hadn't spoken about kindness on the packaging.
38:29I think that's a great point.
38:31When I first saw it, I thought it was a chocolate-scented candle,
38:33and that, for me, was a worry.
38:35And the popping candy is an experience that in itself will go viral.
38:38We would look to order 2,000 eggs.
38:40Thank you very much. Look forward to working with you.
38:426 p.m.
38:44Hey, guys, how are we?
38:45How did it go? Who did you speak to?
38:47Trading over.
38:48I'm going to say there was a divide.
38:50You know, the green matcha was a big issue.
38:52It should have had a stronger matcha flavour, in my opinion,
38:54and that did sort of come up quite often with all the retailers.
38:57Being honest, I think the box was a hurdle, the egg was a brick wall,
39:00and I think we've done what we can.
39:02Mixed emotions.
39:03From my side, of course, I'm feeling anxious.
39:05It is quite disappointing that it couldn't buy into Ed himself,
39:09but they just didn't see it.
39:10Tonight, Easter egg sales will be total.
39:14Tomorrow, crunch time.
39:24You can go through to the ward room now.
39:43Good morning.
39:44Good morning, Lord Sugar.
39:46So this task was all about coming up with a chocolate product
39:51for the Easter market.
39:54Where shall I start first?
39:56You can start with us if you like.
39:58Ooh.
39:59Get it over with.
40:00Get it over with, Malika.
40:02Right, and you were the project manager, is that right?
40:04That's correct, Lord Sugar.
40:06I've worked very hard throughout all the tasks
40:08and I thought it was about time to take the step up to be project manager.
40:12Now, Jordan finally became a leader of some kind.
40:17Finally got my briefcase, yeah.
40:19Like Pinocchio finally getting to be a real boy.
40:23Yeah.
40:25So you end up choosing luxury as the theme, is that right?
40:30That's correct.
40:31We went for a white chocolate matcha option.
40:34Dean does regularly drink this drink.
40:37It was an idea of mine to mix my favourite drink with chocolate.
40:41This is it, is it?
40:42Yeah.
40:44I've got to tell you, I can't believe my eyes.
40:48What has this got to do with Easter?
40:50It's not an egg, it looks like a scented candle to me.
40:53Yeah, we knew we had to make the best of essentially a bad situation,
40:57so we came up with a really good storyline,
40:59basically explaining why we had chosen a different style
41:02that wasn't a classic Easter egg.
41:04I mean, to me, it looks like something you'd put a loo brush in.
41:08Yeah.
41:10I will say, despite how it might look, all of us loved the taste of it.
41:14OK, so, Karen, do you think I should risk...
41:18..tasting some of this? I think you should.
41:20When the retailers opened it, it exploded everywhere,
41:22so be slightly careful.
41:23You're going to have to have a hammer.
41:25It's hard.
41:27Oh, there's a bit there, look, there's a bit.
41:29OK.
41:31Mmm. Moment of truth.
41:33It's not bad.
41:34All you can really taste is white chocolate.
41:36You can't taste the matcha.
41:37No.
41:38I mean, for something that, you know, it's a log,
41:41if I threw it on the fire, the fire would chuck it back at me.
41:45It tastes all right.
41:47So you go to pitch to the retailers.
41:50That's correct.
41:51One of the retailers did ask for exclusivity.
41:53So the reason we didn't go for the exclusivity
41:55is because that was the first brand we spoke to for the day.
41:58Right.
41:59We didn't know what was going to happen. I felt it was risky.
42:02But you don't know whether taking the exclusive deal
42:06would have taken you home.
42:08That's correct. But we did walk away with 80,000 orders.
42:11Yeah. Malika, I heard that you spent a lot of time
42:14talking to waitrose, is that right?
42:16Yeah, that's correct.
42:18I actually worked there for four and a half years,
42:20so I just thought it made sense for them...
42:22They must have remembered you, because they never gave any orders.
42:25Really disappointing.
42:26I mean, in my entire career, I've rarely missed a sales target.
42:29So, yeah, I was very, very disappointed.
42:31You wasted a lot of time with them,
42:33because on three occasions they told you no and you kept going.
42:36OK.
42:37What do you think of the project manager?
42:39Good project manager.
42:40I do feel there was very little strategy, so...
42:42I also don't want to be a micromanager in this situation.
42:45I want to make sure that the team is being heard collectively.
42:49I just would have liked, from my perspective,
42:51I would have just liked a little bit more direction
42:53and a bit more decisiveness.
42:54OK, let's move on.
42:55So, Janna, I made you the project manager.
42:59Because I wanted to see what your managerial skills were like.
43:03Yeah.
43:04And you went for the classic egg.
43:06Yeah.
43:07It was your kind of rule.
43:08Everybody else wanted other things, did they?
43:10Yeah, and I overruled a decision,
43:12because I felt that the egg was the best option to take.
43:14OK.
43:15So, your kitchen team was Anissa,
43:18who I believe was the planting leader.
43:21OK, so tell me what you did in the kitchen, then.
43:24So, we kept the flavour quite simple of caramel,
43:26but we added white shortcake biscuits to look like craters,
43:29and then we added sprinkles around the ring
43:31to give it more colour and make it more kid-friendly.
43:34You know what this reminds me of?
43:36Coronavirus.
43:40It looks like the coronavirus bug.
43:43Yeah?
43:44So, Easter eggs.
43:46Whose brainstorm was that?
43:48So, that was my idea.
43:49I thought it would be good to have a character
43:51that can help us sell the product.
43:53So, eggs is the character from outer space, is it?
43:55Easter eggs, for sure, yeah. Yeah.
43:57For Christmas, we have Santa Claus.
43:59For Easter, I wanted to create someone
44:01who's got a positive role model for children, to be kind.
44:04Bit of a dull box, really.
44:06Makes the Amazon delivery box look exciting, doesn't it?
44:09I think that was because when we were creating the box,
44:11Johnny did have a lot of objections.
44:13He didn't like a lot of the ideas,
44:15but he didn't seem to come up with any good ideas.
44:17Any alternatives?
44:18That's not the case.
44:19If it wasn't for me, it would have been called Ed's Easter egg,
44:22which I don't think has any creativity.
44:24It might as well have been called Johnny's jam.
44:26No, Easter...
44:28Yeah, yeah.
44:30A taste from outer space,
44:33covered in rocks in a terrible box, I would say.
44:36Yeah?
44:37Yeah.
44:38I suppose I'd better try it, then. Yeah.
44:41I don't know whether to eat it or get the bomb squad in
44:44to defuse it or something.
44:48Hold on.
44:49It's as if a crate had fallen on me.
44:57Mmm.
45:00A little bitter, yeah.
45:03It tastes very good.
45:05It was very Boris.
45:06Very, very good.
45:07I enjoyed it.
45:08Very good, a better start otherwise.
45:13But it's super sweet.
45:15Are you trying to drum up trade for your dentist business?
45:18Ideally not, no.
45:20OK.
45:21So, next thing is you're going to go and pitch this to the retailers,
45:26is that right?
45:27Yeah.
45:28And from what I heard, you spent a lot of time on the kindness theme.
45:33Yeah, we wanted to sell the character behind the Easter egg.
45:37Once they could get behind our EFOs,
45:39then I thought we could easily sell the egg,
45:41because they've tasted it and everyone really liked it.
45:44OK, yeah.
45:45So, was Jana a good project manager?
45:48I would like to say that Jana had the clear instructions
45:51and the strategy.
45:52I feel like he'd done a good job as project manager.
45:55The brief was clear.
45:56I think Jana did a solid job as project manager.
45:58Well, there you are.
45:59We got some recognition from your...
46:02Sorry, Lord Sugar, just wanted to say as well,
46:04I'm proud of everyone's contributions towards this.
46:06I know how much some people want it.
46:08I'm going to be honest with you, I'm not sure if I won it as bad as them.
46:11So, I think whether we win or lose,
46:13I would like to step away from the process.
46:17What?
46:18I would just like to take a step away from the process
46:20as I don't think it's a good fit for me.
46:22Oh, I see.
46:23You don't even know the results, do you?
46:25No.
46:27Or do you think you know the results?
46:29No, I'm not sure how they did, but I hope they did well,
46:32so it is what it is.
46:36OK.
46:37Well, Jana, surprising.
46:40You've thrown in the towel.
46:43Having said all that, let's find out how the teams did.
46:48So, Tim, can you tell me how your team did with the retailers?
46:53Well, they walked away with two sales,
46:57and that secured them 9,000 units.
47:00Right, OK.
47:01Karen, same thing?
47:03Well, they turned down an exclusive offer
47:07with one of the retailers for 150,000 units.
47:12But they still secured orders from five retailers of 89,750.
47:19Wow.
47:20So they liked the green log.
47:22I was so wrong.
47:23I thought, who would want to buy that thing?
47:25I was only just getting my head around West Ham winning a trophy.
47:31Well done.
47:32That's a lot of orders.
47:34So I'm sending you on a sweet treat of your own.
47:39I've organised a decadent luxury afternoon tea
47:43at an exclusive five-star Mayfair hotel.
47:46Oh, I love that.
47:47Enjoy yourselves, and I'll see you on the next task.
47:50Off you go.
47:52Thank you very much.
47:53Thank you, Tim.
47:54Well done.
47:55Good luck, guys.
47:58Let's go.
47:59Come on.
48:00Well done.
48:01Let's go.
48:06So, Janna, are you absolutely sure you want to do this?
48:10No, come on.
48:11I am.
48:13OK, well, look, it's been a pleasure having you here.
48:16Thank you so much, because this has been an amazing opportunity.
48:19You seem a stand-up fellow.
48:22I wish you well.
48:24So off you go.
48:26Good luck.
48:28Good luck, Janna.
48:33Well, it is a shame that Janna decided to resign,
48:38but one of you will be leaving the process today.
48:42So you still need to go and talk amongst yourself
48:46and I'll see you back in the ballroom shortly.
48:49OK, off you go.
48:50Thank you, Oshiga.
48:59That was a bit of a shock, wasn't it, or a surprise,
49:02Janna throwing in the towel like he did.
49:04What's really disappointing for me is that so many people,
49:07including myself, would have given their left arm to be in this process
49:10and he's just resigned.
49:11Well, I think he jumped before he was pushed.
49:13I mean, they have lost, not by a little bit, by a huge margin.
49:21Ooh, fancy.
49:23Lovely.
49:24They look nice.
49:25Look at the mouse there.
49:27I knew it was going to be a big risk to put myself on the line as a PM,
49:31but I just feel so relieved that actually we've won.
49:34Well done, team.
49:35Very well done.
49:36Let's talk in.
49:37Anyone like some tea?
49:38Have you got any matcha tea?
49:39We do.
49:41Everyone loved the matcha tea.
49:43I'm glad my wife introduced it to me.
49:45Thanks to her, we got another win.
49:47Oh, my days.
49:48Oh, wow.
49:49Where do you start from, the face or the bottom?
49:51I just ate the mouse's head.
49:53I kicked myself for not taking the exclusivity deal.
49:56I think I played it safe, but the result was good,
49:58so, yeah, I don't regret anything.
50:00Cheers, everyone.
50:01Cheers.
50:02Team Ascendancy.
50:03Yeah, well done.
50:07Ultimately, Janna's not here.
50:09He cannot be held to account.
50:11So let's talk about the people that are here
50:13and the things that they have done.
50:15It came down to sales.
50:16The other team got more than 89,000.
50:18We only got 9,000.
50:19We absolutely tried our hardest to sell on our team.
50:22Every time we were hit with the brick wall
50:24of it doesn't look good enough to put on a shelf.
50:26The retailers pretty much laughed at us and said,
50:28whoever designed it needs to be fired.
50:30So I'm hoping whoever designs it gets fired.
50:33I think you guys are painting a picture
50:35to take the shade off yourself and put it onto us.
50:37Everyone said the packaging was lacking.
50:39You're focusing on the packaging as if it was a huge thing.
50:42But it was. It was a big thing.
50:44I think that Frederick and Johnny should be fired.
50:46They were in charge of the packaging and they sold nothing.
50:49The buyers couldn't get their head around the disconnect.
50:51We did this great pitch talking about kindness, our ethos,
50:54but there was none of that incorporated in our branding at all.
50:57Ultimately, it does come down to the fact
50:59that there was such a big disconnect with the branding
51:02and the message we went with our pitch.
51:04There was no connection whatsoever.
51:08MUSIC PLAYS
51:16Yes, Lord Trigger?
51:17Would you let the candidates come in, please?
51:33OK, ladies and gentlemen,
51:35Janna has gone.
51:39And I don't want to hear anything about Janna this and Janna that
51:42unless it's a valid point, OK?
51:45Now, I got comments from some of the retailers.
51:50The message of kindness, it wasn't on the box
51:54and you kept resonating it in the pitch.
51:59So, I'm trying to hone in on where this kindness thing came from.
52:05Did it come from you?
52:07The PM mentioned, when we were practising for the pitch,
52:10that he wanted me to focus on the ethos of Easter egg,
52:13which was kindness, and that's exactly what I did.
52:16You know, I mean, for me, you put the Easter bunny on the doll.
52:20You know, I mean, the Easter bunny is what everybody associates
52:24with Easter eggs, right?
52:26I think that's what the issue is.
52:28Ultimately, we went into the consumer research
52:31without understanding that the pitch were prepping the fact
52:34that we were going to really hone in on this kindness piece,
52:37Santa Claus, etc.
52:38Listen, you all had a go at selling to the six retailers, right?
52:43When you get a negative response from one retailer...
52:49..it must send a message to you.
52:51Let's change the narrative of what you're saying.
52:55But you carried on singing the same song.
52:58I feel like a lot of the retailers was put off
53:01by the look of the product and the egg itself.
53:04Just remind me again, who was responsible for putting
53:08those craters on?
53:10I was a part of the craters, I think.
53:12I was a part of the craters as well.
53:14I think we all chipped in. It was a team contribution.
53:17This looks like someone's tried to put some make-up on
53:20during take-off. Yes.
53:21What I would like to say, Lord Sugar, is that in terms of decoration,
53:25we had a call with the sub-team beforehand
53:27and they told us we want a planet,
53:29and that's what we did in terms of the production of it
53:32and the decoration.
53:35Where do you think the fault lies?
53:37Who do you think is responsible?
53:39I thought it would be unfair to say it was with the branding team
53:42because we wasn't specified that we were going
53:44with this whole kindness theme.
53:45Right, who should be fired, then?
53:47In my opinion, I think Anissa should be fired,
53:49just due to the fact that she was the sub-team leader
53:52and this is the product that we was, you know...
53:54Anissa, who do you think should be fired?
53:56I think I would probably say Frederick,
53:59just because he was in charge of, I guess, Easter Ed
54:02and that whole positive ethos.
54:03I know Janna is the one who told you to push it,
54:06but ultimately that is one of the key issues.
54:08Janna told me specifically,
54:10Frederick, I want you to speak about the ethos of Ed
54:13and how kind he is.
54:14I then did that.
54:15So then why am I now at fault for the failure of the task
54:18if I just did what Janna told me to do?
54:20Sorry, I raise concerns in the pitching team
54:22about the Christmas side.
54:23Jonny, who do you think should be fired?
54:25The brick wall when selling to the buyers
54:27was the look of the egg.
54:28They said it was atrocious, so whoever was responsible...
54:31Yeah, I think the biggest brick wall is in the pitch.
54:34We're preaching positivity, Easter Ed, no more Easter Bunny,
54:37and that's the pitch.
54:38But you guys were doing the pitch.
54:40I think the girls are in denial of how bad it was.
54:42No, no, we think it is a bit messy, we agree.
54:44The best part is also the taste
54:46and that is what we're responsible for.
54:48Yeah, but before someone tastes it,
54:49they need to look at it and want to buy it.
54:51Even though the branding isn't great, the egg is awful.
54:53I think if you look at the front of that box...
54:55But the retailers, they love the egg.
54:57Tim, you was at these presentations, is that right?
54:59I was.
55:00So they're biased this lot here.
55:02Yeah.
55:03So I want to ask you a question.
55:05On balance, was it the egg or was it the branding?
55:09Overall, across all of the different conversations,
55:12what was most disturbing for the buyers
55:14was the confusion around the kindness concept.
55:16Yeah.
55:17That doesn't help me.
55:19I've got a dilemma here, ladies and gentlemen.
55:25I'm trying to work out, of the six of you here,
55:29who can I actually say is responsible?
55:36You say it's them, they say it's you.
55:40Erm...
55:42And Frederick, again, says that he followed
55:46the project manager's remit.
55:48Is that right?
55:49Pretty much. They're blaming me because...
55:51Just yes or no? Yeah.
55:53Yeah.
55:54And you see, on that basis,
55:56while I don't want to use Janna as an excuse,
56:01Janna set the foundations for the failure of this task.
56:07This kindness thing was really his theme
56:11right the way throughout.
56:13Yeah.
56:14Erm...
56:15I can't pin it on anyone else,
56:18to be perfectly frank with you.
56:20Yeah.
56:22Erm...
56:29So...
56:31So...
56:33Look, all six of you, go back to the house.
56:38Yeah, that's what I've concluded.
56:40So I'll see you all on the next task, OK?
56:43Thank you, Lord Sugar.
56:57Hard to go any other way?
56:59No credibility, Dan.
57:00You know, I lose my credibility on this one,
57:03just picking one of them out of the bat.
57:08I think reality's going to sink in soon
57:10when we potentially lose one, two or three today.
57:13It's going to be a much quieter house.
57:15Think of triple firings on the cards?
57:17I don't think it's out of the realm of possibility.
57:19You know, I think there are potentially three people at fault.
57:22CHEERING
57:24Oh, my God, Johnny!
57:26Yes, brother!
57:27Johnny!
57:28Yes, brother!
57:29CHEERING
57:33Oh, my God, that's everyone!
57:35Everyone for Jannah, right?
57:37Yeah.
57:38He couldn't pinpoint it on anyone or any of the teams,
57:41and in the end he said, well, Jannah did lead it,
57:44and we all followed his brief,
57:45and he's not there really to say his piece,
57:48so then he let us all go.
57:49Well, it's nice to see you all back and see some smiley faces.
57:55Now 13 candidates remain.
57:59The search for Lord Sugar's next business partner continues.
58:06Next time...
58:07I'm sending you to Turkey.
58:09Wow!
58:11This is unreal!
58:13Thrills...
58:14Whoa!
58:15Here we go!
58:16We are in the air!
58:17Spills...
58:18Greasy and a stripping.
58:19I'm so sorry, sir, for that.
58:21And in the boardroom...
58:22It's got to be a joke.
58:23It's amateur.
58:24A one-way ticket.
58:25You're fired.
58:28Keep your chin up and head over to BBC Two
58:30for all the inside goss with The Apprentice You're Fired Now.
58:33And if you're addicted to the thrill of the boardroom,
58:36you'll love The Roundtable.
58:37Press red and take a seat with the Traitors US now.
58:53You