News

Advertisers buying space on pizza operator's boxes

May 24, 2004

FREEHOLD TOWNSHIP, N.J.—Logoed pizza boxes commonly are viewed as advertising opportunities for pizza operations. But according to The Associated Press, one pizza operator is allowing advertisements on his boxes in order to reduce the price he pays for them.

Frankie Federici III, owner of Franke Fed's, buys boxes from Country Clean Paper Supplies in Ocean Township, which buys the ad-bearing boxes at a discount from its manufacturer on Long Island. Depending on the ads, Federici gets his boxes at a discount or even free.

Most recently, Frankie Fed's boxes bore ads about the upcoming Paramount Pictures movie, "The Prince & Me," starring Julia Stiles.

"I could care less about these movies," said Federici, who has also sent out boxes promoting Snapple drinks.

Several other pizza operations in Monmouth and Ocean counties use the ad-splashed boxes, which give notice to TV shows such as "The King of Queens" and "American Chopper," in addition to "The Prince & Me" movie.

Does such advertising work?

"We didn't get as much response as we expected," said Marcia Anderson, director of marketing for WOW! Work Out World, which operates seven fitness clubs in New Jersey. The boxes include coupons for free seven-day trials at WOW! clubs. "We were hoping for a little more of a bounce-back with the coupons."

Anderson does believe the campaign has created more awareness of the WOW! name, and she expects that will translate into more memberships down the road.

Last fall, WOW!'s box-top ad read, "It takes a lot of dough to make a pizza, but you won't need a lot of dough to join WOW!"