The Challenge: To raise awareness amongst an 18-24 audience of both the Franco Manca brand and their new app.
The Insight: For students, pizza is LIFE...It’s that simple! However, the issue is that students often forget about authentic, Italian pizza and instead choose overpriced large consumer brands like Domino’s, or even worse, the dreaded £3.00 frozen supermarket pizza. We wanted to make a stand against this sacrilege and enlighten students to the fact that Giuseppe Mascoli is doing a blooming great job of bringing authentic Italian pizza to the UK.
The Idea: We kicked off the campaign with an Advertorial that not only highlighted the release of Franco Manca’s app, but also gave our audience the opportunity to sign up for the chance to win free pizza for a whole year!
In addition to this Advertorial, we also created a Branded Video featuring a new video concept we named ‘Tab Tastes’. The video sees a handful of students blind taste test Franco Manca pizza against Domino’s, Pizza Hut and Papa John’s, with the former coming out on top due to its freshness and taste when compared to the competition.
The Results:
- 86% Uplift on campaign recall
- 40% Uplift on app awareness
- 82% Uplift on purchase intent
- 301k Video Views
- 3.9k Clicks
- 1.6k App Downloads
Companies
The Romans
- Marketing & PR
