I prepare my children's lunchtimes thus - and for one of them there is this pizza today. And so I am driven to consider the messages behind the messages in front of a margherita pizza.
"Established 1965" - that seems fair enough. Pride in tradition; the value of longevity; the perfect practice that comes from plenty of practice.
"Pizza Express" - well, it's the name and brand that they are stuck with. Perhaps the previous message is designed to undermine in some constructive way the negative connotations of fast food for supermarket consumers.
And so I come to the final message which caught my attention:
"Individually handmade" - as opposed to what then? "Industrially handmade" - or perhaps "Individually manufactured?"
You can see how the marketing teams and focus groups try to cover every base here. And yet, as they try and anticipate every unspoken criticism we might have of the product under discussion, in truth - as consumers - we will more often than not buy because of a cheapening red sticker which proclaims "Half Price"!
A cheapening red sticker designed by a different marketing department - perhaps out of a cheapening desperation.
Oh, how our dreams and ambitions do tumble and fall.
Damn good pizza, by the way.
At the price ...
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