The calendar marks the date 22 January 1955, when a parcel arrives at the Cocchi home addressed to the children Pier Michele and Elisabetta. On the parcel is written the name of the sender, the Stork. The two children, trembling with anticipation after having written to the Stork some time ago, are excited and watch as the parcel is opened... This is how children are born, this is how a new little brother, Giovanni, arrives. And the magic of amateur cinema transfigures the birth into a story to be staged all together, with the little protagonist coming out of the box completely unaware. Even the advertisement that appeared in a newspaper that day transfigures the theme of birth. The image of an old wrought-iron cradle conveys the message of Simmenthal canned meat; curiously, neither the food nor the tin appear in the foreground, nor does a happy family eating. The image of the cradle is accompanied by a text: 'Since the company was founded in 1923, Simmenthal has always aimed for its products at the quality of the meat, selected from the best farms, the preparation and cooking, carried out by expert chefs, and the scrupulous control, carried out by health specialists. That is why Simmenthal canned meat is good, healthy and nutritious'. We wonder if canned meat also reaches Cocchi's or if they still prefer it fresh.