On a Roll with Tasty Marketing

–James Mahoney, Razor’s Edge Communications It was festival time in Italy when I passed this food truck at an Abruzzo village’s celebration. I understand a little Italian (and speak even less), so what initially caught my eye was the crowd and the fun-loving couple serving up the goodies. I knew that “Amici delle” on the sign and t-shirts means “friends of,” but didn’t know what “Fregne” means. Turns out, it’s the name that Elena Iannone gave to her special take on a type of Abruzzo pastry that she and her husband sell from the truck. Only later, when I was gazing at the photo, did I spot the clever warning on the sign in the bottom-right corner of the case: “Gli amici delle ‘Fregne’ declinano ogni responsabilita da un eventuale dipendenza!” (Loosely: Friends of the “Fregne” take no responsibility for you becoming addicted!) How’s that for a not too subtle boast…

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