When it comes to bringing people together, few things are as powerful as food: and Stanley Tucci knows this better than anyone. The beloved actor and food enthusiast has partnered with Apple Pay for a heartwarming holiday campaign that showcases how technology can seamlessly blend with culinary tradition to create meaningful connections across Italy’s charming villages.
The “Can I… with Apple Pay” Campaign Takes on Italy
Apple Pay’s latest installment in their popular “Can I… with Apple Pay?” social campaign features Stanley Tucci embarking on a culinary adventure through a small Italian town, armed with nothing but his passion for cooking and the convenience of contactless payments. Directed by two-time Emmy winner Floyd Russ, this mostly-improvised film follows Tucci as he shops for ingredients to create an incredible pasta feast for 20 people: all while demonstrating Apple Pay’s versatility across unexpected locales.
The campaign brilliantly answers the question: “Can Stanley Tucci bring people together with pasta and Apple Pay?” The answer, as viewers will discover, is a resounding yes.
Food as a Universal Language in Italian Culture
The timing of this campaign couldn’t be more poignant. According to ISTAT, Italy’s National Institute of Statistics, those aged 65 and older represent nearly half of the overall population living alone in Italy. The holidays, while wonderful for many, can be particularly challenging for older Italians who find themselves isolated from family and community.
This demographic reality makes Tucci’s mission in the film even more meaningful. As he navigates through local markets, bakeries, and specialty shops, each Apple Pay transaction becomes more than just a payment: it’s a step toward creating a communal dining experience that celebrates Italian food culture and hospitality.
“The holidays can be wonderful. They can also be really hard on some people: especially in Italy,” the campaign acknowledges, setting up a narrative that resonates deeply with food and beverage industry professionals who understand the social significance of shared meals.
Technology Meets Tradition: Apple Pay’s Seamless Integration
What makes this campaign particularly effective for the food and beverage industry is how naturally Apple Pay integrates into traditional food shopping and preparation. Tucci’s journey showcases the payment platform’s versatility across iPhone, Apple Watch, iPad, Mac, and Apple Vision Pro: demonstrating how modern payment solutions can enhance rather than disrupt authentic culinary experiences.
The film captures those magical moments that every foodservice professional recognizes: the careful selection of ingredients, the anticipation of creating something special, and the joy of bringing people together around a table. Each contactless payment Tucci makes: from fresh pasta to locally sourced ingredients: happens so seamlessly that the technology never overshadows the human story.
“I love Apple Pay because it’s so easy to use even for a man of my age. Or especially for a man of my age. I use it to pay for everything. It’s a brilliant thing,” Tucci shares, highlighting the platform’s accessibility across generations.
The Ultimate Challenge: Cooking for Italian Nonnas
Perhaps the most endearing aspect of the campaign is watching Tucci face what any chef would consider the ultimate test: earning approval from Italian nonnas (grandmothers). These culinary gatekeepers represent generations of Italian cooking wisdom, and their discerning palates have made or broken countless dishes over the decades.
For food and beverage professionals, this scenario resonates on multiple levels. It showcases the universal challenge of meeting high culinary standards while highlighting how the right tools: whether it’s quality ingredients or convenient payment methods: can support success in the kitchen.
The Broader “Can I… with Apple Pay?” Strategy
Launched in summer 2023, the “Can I… with Apple Pay?” platform represents a sophisticated approach to payment technology marketing that food and beverage companies can learn from. Rather than focusing solely on technical features, the campaign educates audiences about practical applications through relatable scenarios.
The platform has featured diverse creators including Grandma Droniak (14.9M TikTok followers), Drew Dirksen (10M TikTok followers), and comedian Zach Woods (650K Instagram followers). Each creator tackles specific “Can I?” questions that address real consumer concerns: from earning credit card rewards to maintaining privacy and security during transactions.
This creator-focused approach demonstrates how food and beverage brands can leverage authentic storytelling to showcase product benefits without resorting to hard-sell tactics.
Implications for Food and Beverage Marketing
The Stanley Tucci campaign offers several valuable lessons for food and beverage industry marketing:
Emotional Storytelling Over Product Features: Rather than listing Apple Pay’s technical specifications, the campaign leads with human connection and addresses real social issues like loneliness among elderly populations.
Cultural Authenticity: By setting the story in Italy and focusing on traditional food preparation, the campaign respects cultural values while introducing modern conveniences.
Influencer Integration: Tucci’s existing reputation as a food enthusiast and his authentic social media presence around cooking made him a natural brand partner rather than a forced celebrity endorsement.
Multi-Platform Approach: The campaign extends across Instagram, TikTok, and other social platforms, meeting audiences where they already engage with food content.
Payment Technology in Today’s Food Service Industry
For restaurant owners, food service executives, and hospitality managers, this campaign highlights the growing importance of seamless payment solutions. As consumer expectations evolve, the ability to accept diverse payment methods: including contactless options like Apple Pay: becomes crucial for customer satisfaction and operational efficiency.
The campaign subtly demonstrates Apple Pay’s availability “at millions of retailers: in-store, online, and within apps,” reminding food and beverage companies that payment convenience can be a competitive differentiator.
The Power of Food to Unite Communities
At its core, this campaign celebrates something every food and beverage professional understands: the transformative power of shared meals. Whether you’re running a family restaurant, managing a hotel dining program, or developing new food products, the fundamental truth remains that food creates connections.
Tucci’s journey through the Italian village, culminating in a feast that brings together community members who might otherwise spend the holidays alone, serves as a powerful reminder of why the food and beverage industry matters beyond profit margins and operational metrics.
Looking Ahead: Technology and Tradition in Harmony
The success of Apple Pay’s Stanley Tucci campaign suggests that consumers: and by extension, food and beverage industry professionals: are ready for marketing approaches that blend technology with tradition. The key lies in presenting innovation as a tool that enhances rather than replaces authentic experiences.
For food and beverage companies looking to incorporate payment technology or digital solutions into their operations, the campaign demonstrates that success comes from understanding customer needs first, then showing how technology can address those needs naturally.
As we move into 2025, expect to see more collaborations between technology companies and food industry personalities that prioritize storytelling, cultural sensitivity, and genuine human connections over flashy product demonstrations.
The Stanley Tucci and Apple Pay partnership proves that when done right, marketing can be as nourishing as the meals that inspire it: bringing people together while solving real problems with elegance and authenticity.
What payment innovations is your food and beverage business considering? Share your thoughts on how technology can enhance rather than complicate the dining experience.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
