Effie Case Study: The Official Pizza of the Grill

Summary: Frozen pizza was a $4.14 billion category in 2013, but the summer months always show significant declines as grilling season begins. Jack’s pizza wanted to find a spot on the grill and launched a summer effort to do so. It wouldn’t be easy, however, as they faced a marketplace with a glutton of grilling messages, few shoppers with pizza in mind for grilling, and rising commodities prices.The campaign positioned Jack’s as “The Official Pizza of the Grill” and in three months was challenged with building awareness, establishing relevance and increasing sales in its core Midwest and expansion markets. Resources were limited so social tools needed to lead; other objectives for the campaign included earning retailer support and leading the inter-agency team during its inaugural year of partnership.As the program began, the core target was identified as a time-starved, budget-conscious mom who wants to cook outside for the summer but still requires quick options. Proprietary and secondary research pointed to shoppers looking for new grilling options outside of burgers and hot dogs. Almost half of U.S. consumers said they are very open to bringing oven staples to the grill, according to KRC Research Survey.To generate awareness, an FSI ran offering a $1 coupon with purchase of three Jack’s pizzas. In addition, to excite the social fan base, a sweepstakes gave away one gas grill a week for 10 weeks. Fans uploaded a photo of why they needed a new grill.By mid-summer, Jack’s altered the messaging to speak more to mom and how grilling pizza could be a fast and cheap alternative to summer dinner. Activation around that included in-store freezer clings, base wrap, a shelf talker and a header. Radio spots and PR spread word traditionally. Facebook and Twitter drove the social space; bloggers, display ads and content on the retailers’ and Jack’s sites drove a digital connection. Messaging in-store centered on surprise, “That’s Right, You Can Grill It,” and inspiration, “Grill One Up Tonight!”Major retailers such as Meijer and Walmart expressed positive feedback on the campaign, seeing conversion lifts in their stores. Social vehicles generated an increase in “average daily engagement” by 1,797% and in “per post engagement” by 6,103%.

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