Usually, there's nothing worse than when brands try to anthropomorphise on social media.
But this time, the Twitter team behind Leon Restaurants have used their marketing powers for good, offering to help feed the homeless on Christmas Day.
Network Rail volunteers and charity workers announced this week that they would turn London's Euston train station into a homeless shelter on 25 December, decking out the station's concourse with boughs of holly and laying on a festive spread for 200 of the most in need.
In response to the story, Twitter user Peter Falloon took to the site to ask Pret a Manger, Leon Restaurants and Burger King - all of which have branches in Euston station - whether they'd be willing to cater the event or donate any leftover food.
Leon were the first to reply, saying they'd "love to help feed those in need on Christmas Day".
It's always reassuring when Twitter is used for good, isn't it?
Kirsty Saddler, brand director for Leon, confirmed to indy100 that they'd already set the ball in motion.
Setting up a homeless shelter at Euston on Christmas Day is a great goodwill idea and we have contacted Network Rail to find out how Leon can best help on the day.
As well as a Leon Burger King and Pret a Manger, Euston station also boasts an All Bar One, AMT Coffee, Boots, Cafe Rouge, Caffe Nero, Caffe Ritazza, Camden Food Co, Costa Coffee, Delice de France, Doric Arch pub, Ed's Diner, Gino D' Acampo, Hotel Chocolat, Itsu, M&S Simply Food, Mi Casa Burritos, Nando's, Patisserie Valerie, Prime Burger, Sainsbury's, Starbucks, The Pasty Shop, Upper Crust and a WH Smith - all of which sell food or drink
indy100 has reached out to the eateries and shops above to see if anyone else is planning on contributing to the Christmas event.