The Boston Advertising Agency of this commercial was looking for authenticity – so they chose Mary Fiumara, the mother in the commercial, that lived on Prince Street in Boston and the little boy is Anthony Martignetti who also moved to Prince Street from Italy a few years before being chosen for this commercial. Mary was a second mom to everyone in the neighborhood, Anthony said in an article after Mary’s death at age 88 in 2016 – that she would ask him everyday “How you doin’ Anthony?” “can I buy you want an ice cream?” A real South Side of Boston Mom.
When planning a marketing campaign – sometimes the most simple and truest events in life become the best experiences for others to watch. In 1985 Prince Pasta Company tried to recapture that same experience – with failure! It has to be real – it has to be authentic, has to hit you in the heart – enough to share and talk about it. I believe it failed because it did not have the two people that shared a neighborhood, that have that care and concern for each other. My take away from studying this concept of marketing, don’t just look for all the pretty, the glamour, and the luxury of an image or a setup. Yes, it is beautiful to look at, but mix in – The Real – The True – The Simple that speaks to hearts and makes people want to share – just like they share all the cute puppy and baby sleeping images – that’s the real life.
Wednesdays have always been “Prince Spagetti Days” in our house growing up – what about yours?
Peace & Harmony ~ Cheryl
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