Grant McCracken: The Problem With Brands Assuming Familiarity
When pizza boxes act as Trojan horses, carrying a payload of asymmetrical brand communications.
Have a look at this “Food for thought” card, please. There it is at the top of the screen. It appeared recently with my store-bought pizza.
Optimism, action, imagination and conversation, all of these are good things. And I agree that food is an important link with the world.
But I was a little surprised to hear about them from my pizza box. Yes, I get it. Food, planet, environment, this is a new trinity. Respecting this trinity through an overhaul of lifestyle is the new desideratum. Check. Caring about this thing and encouraging other people to care about it too, this is the new orthodoxy. I not only get this. I subscribe to it.