A New Innovation in Pizza

Client: Foster Farms

Launching a New Brand into a Crowded Retail Category

2021 Pro Awards Silver Winner

Best Use of Shopper Marketing

2021 Pro Awards Bronze Winner

Best Integrated Campaign

Marketing Campaign of the Year - Packaged Food

Communications Campaign of the Year - Consumer Products

Challenge

New innovation in pizza and chicken products.

In July 2020, Foster Farms launched Smart Crust Pizza, a low carb, high protein, Keto certified, frozen pizza line. The primary challenge was to develop a creative platform to support the product launch; however, there were a number of barriers to consider:

Foster Farms had no existing brand presence in the frozen pizza category
Frozen pizza is a crowded category with established brands at grocery
Plant-based and BFY products were fueling category growth
There was little market knowledge of chicken-based pizza crust which required consumer education

Strategic Solution

E29 Marketing conducted a market analysis and deep dive into the consumer state of mind and uncovered a key insight to build the creative platform upon:

Americans will do anything to get their pizza fix.
No one wants to give up pizza, no matter what their dietary restrictions, fitness regime or weight loss goals. Above all else, pizza is worth the cheat.

E29 Marketing utilized this key insight, combined with Smart Crust Pizza’s unique point of differentiation, to develop a creative campaign entitle “Cheat? Nope!” targeting Keto dieters, carb avoiders and high protein seekers.

The campaign marketing mix included: a robust digital media campaign (display and video), streaming audio, paid social, paid search, influencer, email and shopper marketing tactics.