Nov. 19, 2009
Kraft Foods Inc.'s DiGiorno frozen pizza nabbed a spot on Advertising Age's 2009 "America's Hottest Brands" list for its savvy invention and application of "DiGiornonomics."
The company was lauded for being the first to position itself as a cheaper but direct competitor with big delivery guys. Though the frozen pizza product has had eight consecutive quarters of growth, the last two quarters have seen sales rise 20 percent. Marketing director Tim Moe says that jump is due to a real push in marketing and innovation, which continues with more strategic sponsorships and products that directly compete with other fast food products, like the $3.49 DiGiorno melts meant to compete with Subway's $5 Footlong.
The model that pits Digiorno's frozen wares against delivery is dubbed DiGiornonomics.
From Ad Age:
This year DiGiorno has continued to push DiGiornonomics, the campaign which pits its price-value proposition against that of delivery. Ad buys and event sponsorships underscore the brand's determination to woo sports fans, and become more of a game-time staple.
â€˜We were one of the first brands to come out and talk about the value proposition of frozen vs. delivery,' Mr. Moe said, adding that DiGiorno's value equation 'has been compelling for consumers.'