Everybody Likes a Pizza Party

Its true...and Schwan Foods is counting on it driving traffic to their web promotion from retail. Using their entire portfolio of frozen pizza brands (Freschetta, Red Baron and Tony’s), they are driving traffic to for the chance to win the “ultimate party” including a party planner, day spa treatment, party day attire, digital camera and a flat panel hdtv.

They had three placements in the frozen aisle including a floorgraphic in front of the Red Baron pizza along with a shelftalk, then further down the aisle was another shelftalk in front of the Freshetta. While the “Party Like a Pro” sweeps was carried through all, the individual placements also maintain the equity of each brand.

The site itself is really really basic; a couple party tips, sweeps info and an entry mechanism. The engagement online could have certainly been more compelling, but the traffic driving vehicles in-store showed a commitment to store as a medium. The fact that they invested in 3 placements and had absolutely no sell messaging, but instead simply used retail as a medium to drive awareness of their online promotion is impressive.


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