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Experiential
Sargento: The World's Slowest Pizza Delivery
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To launch Sargento’s new premium line of aged cheese, we gave away free pizzas. There was only one catch people had to wait until our cheese aged to get them. They could wait 4 months for an aged Italian pizza, 6 months for an aged gouda, 14 months for a parmesan, and if they were really patient, 18 months for a delicious aged cheddar pizza. At SlowestPizzaDelivery.com, people could order and track their pizza’s progress. And even watch their cheese age with a live cheese cam.
Who would wait up to 18 months for a pizza? In 2 hours and 8 minutes, our entire supply of pizzas was gone. And in the first 24 hours, we generated 135 million media impressions. Not bad for a promotion this slow.
Chip Schuman — Senior Vice President of Marketing, Sargento |
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