The following is an excerpt from OpinionJournal.com’s “Best of the Web” written by the editor, James Taranto.
It’s Always in the Last Place You Look
“World’s Tallest Tower Is Now in Tokyo”–headline, Christian Science Monitor, May 22
A Piece of the Pie
Springwise.com reports on one of the worst marketing ideas we’ve ever heard of:
Teaming up with the Food Bank Foundation, the [ONIRIA/TBWA advertising] agency persuaded the “two most important pizzerias in Asuncion [Paraguay’s capital]” to accept delivery requests from customers, advising them that the food would arrive within 45 minutes. Feigning bad service, all the pizzas were delivered much later than this specified time frame, prompting angry calls from those who had placed an order. However, when the food finally arrived, each box came with a note explaining: “When you’re hungry, you understand hunger.” Couriers then told each customer that the pizza was free of charge, but any money they did give would be donated to the Food Bank Foundation to help those for whom hunger is a genuine fear, rather than an irritation. The idea behind the concept was to help those who can afford takeaway food to put their complaint into perspective.
So the pizzeria failed to deliver what it promised and was more interested in making its customers feel guilty about their success. Is this a true story or a parable about the Obama administration?
For more “Best of the Web” click here and look for the “Best of the Web Today” link in the middle column below “Today’s Columnists.”
