Time and time again, I hear people say “stories stick and stories sell”. One may wonder why it works?
It’s because it evokes so many of our senses and stimulates our emotions, helping us to form a connection with the product or service. As a result, the memory stays with us longer reinforcing the brand and reliability in our minds.
Recently, I was reminded of this, when I came across an interesting yet amusing tale about a Christmas tree decoration called “Weihnachtsgurke” (German for Christmas pickle). What many people believe to be a German custom, turns out may have originated in America.
Back in the Autumn of 1880, having just launched a handful of their flagship stores a year earlier, Mr Frank Woolworth was approached by a salesman in his Lancaster shop in Pennsylvania. With a knack for spotting “novel best-sellers", the owner initially ordered a box of glass fruit and vegetable Christmas trinkets on a no-sell return agreement.
The first box sold out in a day, with further products ordered as customers went wild for the colourful glass ornaments – all except for the glass gherkins.
Word has it, that a very quick-witted sales clerk decided to make up a story to shift the pickles. He proceeded to tell customers that the gherkin symbolised a very old German tradition.
He maintained that each year, the pickle would be hidden in the family Christmas tree. The first person to find it received a reward or the first present. They were also given the job to hand out gifts or would be blessed with good fortune for the year ahead.
A lot of the Woolworth customers were European immigrants. With so much nostalgia hitting home, sales took off as many of them embraced the “new” ritual. Some of the shoppers bought the gifts for themselves, whilst others posted them to their families back home.
One may debate that it was disingenuous of the Woolworth’s sales person to create such a yarn. Yet, I will admit I thought it was clever and rather amusing.
Interestingly enough, there are two other tales which claim the pickle.
The first one tells the story of a German born soldier who fought in the American civil war. Having being captured and taken to a camp, rumour has it that he begged a guard for something to eat on Christmas Eve. He was given a gherkin and declared it saved his life. So, when he returned to Germany after the war, he hung a pickle on the family Christmas tree each year.
It is also believed that the custom began when St. Nicholas saved the lives of two Spanish boys sometime around the mid 19th century. Apparently, an evil innkeeper had trapped the boys in a barrel of pickles and St. Nicholas helped them escape.
As we come to a close for this year and celebrate Christmas, I like to think of this season as a time for reflection, family and traditions.
Yet, I fully realise that whatever the origin of the infamous glass gherkin – it’s definitely a marketer’s dream. It also proves that when we create a narrative which pulls on people’s heart strings, they will buy into the experience every time.