Screamin' Sicilian - the mo the better
Challenge
Palermo’s wanted to build brand awareness and grow category share of their Screamin’ Sicilian brand of frozen pizzas in priority markets across the country. It would require a fully integrated approach to reach their desired target: the Pizza Lovin’ Dude, a good-humored guy who wants real pizza with abundant-or "mo"-toppings. In early spring 2020, we helped launch The MO The Better, a campaign that captured that, whatever you're doing and whoever you're with, it gets even better with Screamin' Sicilian.
Solution
Along with the high-quality ingredients, the campaign leaned on the fun inherent to the Screamin’ brand by making the mustache (aka the MO) the star of the show. A custom Snapchat filter put the MO on the user’s face—because who could resist a shot of their own mug laden with that glorious ‘stache? To make the MO consistently recognizable across this holistic campaign, we developed a style guide for creative across digital, social, OOH, in-store and experiential efforts. The campaign was seeing early success, and we needed more content to keep connecting with our target, who was spending an increased amount of time on Twitch and other gaming platforms. But in the wake of COVID-19, we had to pivot fast. How would we develop a video when in-person production was not an option? Our creative team got right to concepting a :30 animated video using post-only production to handle the animation, editing, voiceover recording and more. We used stop-motion so that we didn't have to sacrifice the live action element. It was also a visually fun way to focus on what makes a Pizza Lovin’ Dude really dig Screamin’ Sicilian: the top-notch ingredients, from the stone-fired crust to the mounds of delicious toppings. All of this was accomplished in just five weeks’ time.
Results
We delivered on this pizza campaign. Despite limited distribution, we saw a substantial increase in brand growth as well as sales in our primary markets, proving that mo really is better.
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