New Brand in Town
From the start, Screamin’ Sicilian wasn’t going to be just another face in the frozen pizza aisle. In creating a new category that shatters the traditional frozen pizza stereotype with its over-the-top ingredients and in-your-face packaging, parent company Palermo’s Pizza partnered with Branigan Communications to introduce the new line of craft pizzas in target markets.
No other pizza brand has a personality like Screamin’ Sicilian: Irreverent, loud, sarcastic. He’s the unfiltered Sicilian uncle at your family reunion. The party doesn't start until he's in the house.
Taste of Success
The way to pizza-lovers' hearts is to let them taste the product. We enlisted brand ambassadors to support the regional rollout of the new brand, which included pizza tastings at select stores. Initial sampling was a screamin' success, developing an instant allegiance to the brand. Here's a snapshot of our efforts:
- Conducted initial sampling at 75+ grocery stores in Milwaukee and Chicago
- Helped the company grow from 5 pizzas in product line to 8 SKUs
- Achieve distribution gains from 150 stores regionally to 7,000 stores nationally in 18 months
Engaging with consumers via social media encourages brand loyalty and builds community. But beyond that, it's just plain fun. Mustachioed Screamin' Sicilian fans love to share their photos and enthusiastic testimonials for the pizza on social channels. We developed ongoing content and monitored posts to Facebook and Twitter accounts.
- 630 Twitter followers
- 7,000 Facebook likes to date
“Move over spaghetti. Meatballs belong on pizza.”
The overall communications strategy included targeted media coverage designed to drive product awareness. We developed media materials for the launch and secured local, regional and national coverage in both trade and consumer publications.
We worked with our digital partner to develop the Screamin' Sicilian Pizza Timer, a mobile app that engages consumers with the Screamin' Sicilian brand in a fresh way.
The game looks like the mouth from the Screamin' Sicilian packaging. You have to yell at it to open and close its mouth while food items fly at it. It's a great way to kill time while you wait for your pizza to cook. Players' screams are shared on social media and a leader board keeps players coming back to see how they rank.
“Your $10 beer deserves better than a $3 pizza.”
Demographic research revealed that craft beer audiences have a lot in common with the target audience for the unconventional pizza brand. A cross-country tour with two mobile sampling units is making stops at 20 craft beer festivals to connect like-minded consumers with Screamin' Sicilian.
The experiential marketing plan included an integrated partnership with bloggers and craft beer publications to further drive product awareness among the craft beer community.
Join the Tribe
Experiential marketing, media relations and social media successes have cultivated a passionate tribe of followers for the Screamin’ Sicilian line, creating brand affinity of the highest order. The product itself is one-of-a-kind in the market, exceeding customers’ expectations and creating loyalty and enthusiasm. An active presence on social media channels keeps customers engaged and entertained, making them feel like they belong to something larger than themselves, like part of one big, crazy Sicilian family.