CHALLENGE Drive immediate demand and sales to prove to Publix that Newman’s Own Thin & Crispy Pizza was a viable product in Florida and deserved greater distribution.
INSIGHT We needed to get the message out about Newman’s and generate marketplace excitement using a limited budget. One of the keys was to influence busy moms, who often make decisions based on recommendations, to make impulse purchases of the product.
SOLUTION CRN used a combination of tactics to spur impulse dinner purchases, notably getting radio personalities to taste the pizza on the air during the p.m. commute. These “station pizza parties” were combined with frequent short messaging, DJ endorsements, office pizza party sweepstakes, and increased digital exposure.
RESULT Word of mouth generated from the strategy was so effective it drove immediate and residual sales lifts.