In 2015, Delissio’s key competitor Dr. Oetker acquired McCain pizza and instantly became #1 in the frozen category. During this time, Delissio’s ongoing campaign was centred around the hashtag #PizzaNight. Fast forward to 2016 when Dr. Oetker began to frequently publish content that prominently featured the #PizzaNight hashtag. A campaign needed to be created that would extend and reclaim Delissio’s pre-existing #PizzaNight campaign in a new and breakthrough way.
Most frozen and non-frozen pizza brands had historically celebrated National Pizza Day with a simple image or tweet – no brand really ‘owned’ the day. Also, consumers would often catch themselves watching their pizza cook in real-time. And with live streaming video becoming a preferred format by the millennial audience, a plan was developing.
That plan was to combine National Pizza Day and Periscope to launch Pizzascope — a live stream of 24 pizzas cooking on Periscope. Essentially, we broadcast pizzas cooking for seven hours across two studio set-ups, thanks to Periscope’s GoPro feature (OneMethod was one of the first to leverage the tool).
The event was anchored on Twitter and kicked off on February 9th — #NationalPizzaDay (to re-highjack an already known trending hashtag.) When viewers tuned into the stream, they were introduced to four new flavours and asked to share #PizzaNight on Twitter for a chance to win free pizza for a year. What better way to celebrate National Pizza Day than to literally watch pizza cook? And since imitation is the greatest form of flattery, just five months after Pizzascope, McDonald’s did their own version too.
> #PizzaNight mentions increased +900%, helping Delissio’s SOV reach 76% vs. Dr. Oetker’s 0% (objective was 50%)
> Delissio rose +4.7 share points to overtake Dr. Oetker as #1 for the first time since the McCain acquisition.
> On Periscope, 4K people watched Delissio pizzas cook, earning more than 51K likes in the process. The brand amassed 5K Periscope followers in seven hours, and Delissio became the #1 global trend on Periscope.
MIA Awards (Shortlist)