When Kraft came up with the idea for DiGiorno Ultimate Pizza, it wanted to get the product in freezer cases as soon as possible.
And it did. In a little over three months' time, the pizza was made available to 12 Midwestern markets. Kraft, along with Weber Shandwick, devised a PR effort that included Kraft's first-ever pop-up store, a celebrity spokesman, and media outreach.
IDEA: To help tout the claim that DiGiorno Ultimate carries an authentic pizzeria taste, they launched a pop-up retail space in Chicago designed to look like a pizzeria. Once inside though, it had the appearance of a typical home kitchen. "It drove home the idea of bringing a pizzeria into your own home," said Lisa Gibbons, senior manager, corporate affairs at Kraft. "Within three days, we served 25,000 slices of pizza."
TOOLS: Kraft launched a media relations effort, product sampling events, and live in-studio TV and radio interviews with celebrity spokesman Doug Savant of Desperate Housewives, whose character is opening up a local pizzeria on the show. The marketing and communications push will continue with a mobile pizzeria sampling tour concluding in May. Target cities include Detroit, Cincinnati, St. Louis, and Minneapolis. "We'll roll out nationally in June and [it will] be available to most of the country by August," Gibbons said.
MEASUREMENT: Kraft will monitor media coverage and impressions. "What we were able to accomplish in just a couple of days in Chicago alone exceeded the outreach we were expecting for the all Midwest markets combined," Gibbons said.
Company: Kraft Foods
Campaign: DiGiorno Ultimate Pizza
PR team: Weber Shandwick (Chicago)
Other marketing: Ads (Draft/FCB)
Launch: March 9