Strengths. DiGiorno had great success with their promotion “It’s Not Delivery, It’s
DiGiorno”. They have risen to become an easily recognized brand in the frozen pizza industry and viewed as the top frozen pizza in the US (Crawford, 2016). DiGiorno uses high quality ingredients, which has a major impact on the fresh taste that they promote. With Nestle at the helm of DiGiorno, they push to innovate the product to be competitive with delivery pizza. While all these innovations may not have proven successful, DiGiorno has shown that it can stand the test of time.
Weaknesses. With DiGiorno’s high quality, comes a higher price point. The frozen pizza market is saturated with different options, some at a very low price point. However, with these …show more content…
The original campaign, called “Fooler,” set out to convince consumers that DiGiorno was a suitable replacement for delivered pizza. The media mix included TV, print and outdoor, in addition to sampling (Thompson, 1997). The longevity of the initial campaign means it was a clear success.
In 2001, a new campaign “Be a DiGiorno Delivery Guy” promoted an on-package contest. The idea of the promotion was to encourage people to “deliver” DiGiorno instead of ordering pizza. The prize included a new car and cash. TV and print media, including People magazine and newspapers, were used (Thompson, 2001). While the idea behind the promotion was a good fit for the brand, promotions are short-term instead of being lasting campaigns.
DiGiorno then began a series of line extensions that came with their own campaigns. …show more content…
Their success has been particularly noted during the live version of the Sound of Music, with tweets referencing the movie and pizza. They also had success with the hashtag #DiGiorNOYOUDIDNT during the Super Bowl, which supplied trash talk throughout the game. They were nominated for a 2017 Shorty Award (Best of Social Media Award) for this campaign. (DiGiorno: #DiGiorNOYOUDIDNT, n.d.)
Conversely, DiGiorno received backlash from the public for the hashtag #whyistayed, which was trending on twitter, and they replied with “you had pizza”. Later, they realized that the hashtag was attempting to draw attention to why people remained in abusive relationships. After the fact, they quickly retracted the tweet, and apologized profusely for the error. The brand is still recovering from this
DiGiorno”. They have risen to become an easily recognized brand in the frozen pizza industry and viewed as the top frozen pizza in the US (Crawford, 2016). DiGiorno uses high quality ingredients, which has a major impact on the fresh taste that they promote. With Nestle at the helm of DiGiorno, they push to innovate the product to be competitive with delivery pizza. While all these innovations may not have proven successful, DiGiorno has shown that it can stand the test of time.
Weaknesses. With DiGiorno’s high quality, comes a higher price point. The frozen pizza market is saturated with different options, some at a very low price point. However, with these …show more content…
The original campaign, called “Fooler,” set out to convince consumers that DiGiorno was a suitable replacement for delivered pizza. The media mix included TV, print and outdoor, in addition to sampling (Thompson, 1997). The longevity of the initial campaign means it was a clear success.
In 2001, a new campaign “Be a DiGiorno Delivery Guy” promoted an on-package contest. The idea of the promotion was to encourage people to “deliver” DiGiorno instead of ordering pizza. The prize included a new car and cash. TV and print media, including People magazine and newspapers, were used (Thompson, 2001). While the idea behind the promotion was a good fit for the brand, promotions are short-term instead of being lasting campaigns.
DiGiorno then began a series of line extensions that came with their own campaigns. …show more content…
Their success has been particularly noted during the live version of the Sound of Music, with tweets referencing the movie and pizza. They also had success with the hashtag #DiGiorNOYOUDIDNT during the Super Bowl, which supplied trash talk throughout the game. They were nominated for a 2017 Shorty Award (Best of Social Media Award) for this campaign. (DiGiorno: #DiGiorNOYOUDIDNT, n.d.)
Conversely, DiGiorno received backlash from the public for the hashtag #whyistayed, which was trending on twitter, and they replied with “you had pizza”. Later, they realized that the hashtag was attempting to draw attention to why people remained in abusive relationships. After the fact, they quickly retracted the tweet, and apologized profusely for the error. The brand is still recovering from this