Last week we returned from a vacation in Italy. During our stay we were confronted with the breaking news about the devastating 6.2-magnitude earthquake that rocked the center of the country. One of the hardest-hit towns was the beautiful comune of Amatrice, with 80% of the historic center destroyed and nearly 200 deadly casualties.
As we were safe and sound, visiting a region of the country hundreds of kilometers away from the quake’s epicenter, we heard the dramatic testimonials of disaster-stricken residents and saw the images of rescue teams digging through the rubble delivered via the local media.
In addition to all the dramatic facts and figures, we also learned that Amatrice is the birthplace of the bacon-and-tomato flavored all’amatriciana pasta sauce that was accordingly named after the severely hit mountain town. This factoid turned out to be an ideal context for Italian food blogger, Paolo Campana, to launch an appeal on Facebook in which he asked restaurants to put pasta all’amatriciana on their menus and donate 2 euros per dish sold to the Italian Red Cross.
When we went for dinner on the last night of our Italian holiday, we found out that the restaurant had also appended a solidarity penne all’amatriciana item to their menu. So, guess what we chose as the primo piatto of our meal? And, actually, the food was delicious, but the knowledge that we were supporting the earthquake victims with a symbolic donation made it taste even better…
My apologies for using some inappropriate terminology in this dramatic context for my conclusion, but the above anecdote is proving once again that combination of an emotion-touching story (the sauce that originated in the earthquake-hit town,) combined with an excellent product (a perfectly flavored pasta dish,) and an engaging cause (supporting the earthquake victims) is a powerful marketing and communication tool.
You may also have a look at these other posts about the value of brand storytelling:
- Why Agencies and Brands Need to Embrace True Storytelling (by Jon Hamm)
- The triggerfish (by me)
- Your story is your brand (and vice versa) (by me)