From its inception, Kraft Foods’ DiGiorno Pizza has stood for innovation in the frozen foods category. After all, “it’s not delivery, it’s DiGiorno” is bigger than just a tag line. It represents the entire category. When a new, unheard-of DiGiorno microwave pizza was poised to revolutionize frozen pizza, the client knew there was a critical test they could not fail: Can pizza from a microwave oven have a tasty, crispy crust and fresh-tasting toppings? 361° Experiential made it a mandate to demonstrate how DiGiorno Microwave Pizza tastes like it came from the oven.
DiGiorno dared to make microwave pizza as good as oven baked, which brought us the idea for a fresh approach to a classic marketing tactic—the mobile tour. The 361° team amplified the brand with an eye-catching vehicle custom designed and built to look like a giant, 3D microwave oven.
Not only did it look like a giant microwave, the vehicle worked like a virtual fleet of them too. Equipped with sixteen commercial microwaves and local crews of improv actors dressed as DiGiorno brand ambassadors, the vehicle drew crowds wherever it came to a stop. The crew pulled over and popped out, lifted the side doors and in minutes began serving fresh, hot DiGiorno pizza to the gathering throng. The tour was agile enough to stop in unexpected venues in the nation’s top markets, creating a buzz and building brand awareness.
The DiGiorno Mobile Microwave Tour delivered on all objectives with approximately 120,000 direct consumer interactions, over 1 million estimated consumer impressions and 76,000 samples distributed. The tour delivered a 30 percent conversion rate at retailers that hosted the truck at on-the-lot events. Plus, the program won gold at the prestigious Ex Awards.
- Sports: DiGiorno
- Mobile: DiGiorno