DIGIORNO

Stealing a slice of the pizza delivery game

Challenge

DiGiorno needed to stand out from the noise during the weeks leading up to the Super Bowl and steal the occasion from delivery pizza brands.

APPROACH

We partnered with Google to identify contextual content themes and high-value editorial topics that would inform our creative and targeting throughout the season. We developed an integrated digital campaign featuring former SNL star Jay Pharoah in the midst of awesome game day hangs as he showed viewers how to avoid delivery letdowns and enjoy DiGiorno Crispy Pan Pizza — all programmed against contextually relevant editorial themes throughout the season.

RESULTS

36M

Views

80%

View-Through Rate

13%

Lift in Consideration

4%

Increase in Sales Volume