Even food can facilitate recall: One study looked at how favorite recipes stimulate memories of the past. When the researchers asked informants to list three of their favorite recipes and to talk about these choices, they found that people tended to link them with memories of past events, such as childhood memories, family holidays, milestone events (such as dishes they only make on special holidays, liked corned beef and cabbage of St. Patrick’s Day), heirlooms (recipes handed down across generations), and the passing of time (e.g., only eating blueberry cobbler in the summer). Indeed, one of the most famous literary references is from the classic (3,000 page!) novel Remembrance of Things Past by Marcel Proust. The narrator dips a pastry (a “madeleine”) into his tea, and this action unleashes a flood of memories that drive the rest of the book. How might marketers try to tie these powerful food-related memories to branding strategies?