These guys are on to something and they know it. Freschetta knows that consumers want to associate a product with a feeling, an experience. This picture is so gripping.

It’s what we expect from pizza, and it’s what we love about pizza.

Of course, they have to follow it all up the amazing feeling by rescinding it with a disclaimer. Yes, your pizza is made by a machine, never touched by a hand. The truth is out and there actually is none of that magic in their product.

But it doesn’t matter… it’s too late. The association has been made. I guess the jokes on the consumer, because putting this picture on the pizza box has the desired effect, even if they don’t make it that way at all.

Freschetta – The Product is Not Handmade

Freschetta – The Product is Not Handmade