Bolin Marketing’s digital team recently launched a redesign of the Tony’s Pizza website, tonys.com, on behalf of Schwan’s Food Company, makers of Tony’s Pizza. The new site incorporates coupons, promotions and product details, along with integrating forums and social media capabilities.

“From an online marketing perspective, we’ve developed a content strategy for Tony’s Pizza that’s pretty innovative within the frozen pizza category,” said Mark Wagner, Bolin’s experience design director. “We’ve taken a value brand and added interesting features and content as a way to engage like-minded consumers on different levels. The creation of value-based forums and tips helps us to foster a unique and differentiated community around the Tony’s brand.”

Ever since DiGiorno brand frozen pizza successfully took aim at the delivery segment in last year’s down economy, brands such as Tony’s have attempted to match its momentum. Since DiGiorno was sold to Cadbury by Kraft early this year, many brands feel they have a window to catch up. 

In addition to communities, tips and forums, new functionality includes social sharing throughout the site, nutritional, baking and allergen information and a product locator where consumers can find nearby Tony’s Pizza retailers. Downloadable coupons have also proven to be a popular draw among site visitors, according to Schwan’s.

“For our overall Tony’s brand positioning of ‘giving you more,’ Bolin is helping us find fun and useful ways for our valued customers to interact with us online that translate to broader brand affinity. These added features to the site have generated a lot of activity and ultimately will aid in driving sales for Tony’s products,” said Chad Guillory, senior brand manager for Tony’s Pizza products.

Bolin was involved in the strategy, concept, design, and execution phases of the site’s development, and worked with public relations agency Golin Harris to create and integrate content.

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