Red Baron campaign goes after delivery pizza companies

 
May 10, 2011

Red Baron Pan Pizza isn't afraid to challenge the big boys. The retail pizza brand, part of Schwan's Food Company, has teamed up with comedian and TV host Howie Mandel for a series of web videos that focus specifically on hidden costs of delivery pizza.

The Red Baron "Real Deal" promotion entails six unscripted videos with Mandel surprising real families to highlight the cost, quality, taste and speed of the product. The brand also claims it is "standing up for consumers."

"Pizza delivery companies are deceiving consumers with notions of inexpensive pizza, but making them pay extra when they appear at the door for tip, delivery charge and whatever else they can come up with," said Dan Hammer, senior vice president of marketing for Schwan's Consumer Brands. "The makers of Red Baron pizza value our consumers and are standing up for them against the delivery chains and their purported deals."

New installments of the six-video web series will be released every Wednesday May 11 through June 15 on the Red Baron Pizza Facebook page.

Red Baron is so confident in its pan pizza line that it's offering a full refund to anyone not convinced it's a better value than delivery – an offer of up to $6.99.

The campaign was created by Cannonball, an agency located out of St. Louis, and seems to take a page from another campaign that also has taken a big swing at the major chains -- DiGiorno's "It's not delivery" tag.

Frozen pizza continues to challenge the pizza industry, offering creativity and, more often than not, lower price points. Many chains are taking advantage of a crossover market, including California Pizza Kitchen and Pizza Patron.

What do you think of these challenge-based campaigns? Should delivery chains respond?


Topics: Business Strategy and Profitability , Delivery , Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social


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