Red Baron pizza has introduced an exciting new campaign titled “The Showdown: Fully Loaded,” highlighting their latest innovation, the Fully Loaded Hand-Tossed Style Pizza.
This campaign takes consumers on a journey from the freezer to the frontier, delivering a slice of the Wild West with a twist.
The star of the campaign is the Red Baron Fully Loaded Hand Tossed Style Pizza, featuring a distinctive golden-brown crust that combines a crispy exterior with an airy interior. Available in three popular flavors—Ultimate Pepperoni, Meat Lovers, and BBQ Chicken—the new offering from Schwan’s Company, a part of CJCJ Food, Americas, aims to captivate pizza enthusiasts with its innovative approach.
In crafting this campaign, Red Baron pizza leveraged insights into consumer behaviors related to frozen-pizza consumption, entertainment preferences, and media habits. One in three frozen-pizza eaters expressed enjoyment in hosting friends at home, aligning with a love for movies and cinematic memories.
Created by agency partner, TBWA\Chiat\Day LA, the campaign’s hero spot draws inspiration from classic Western duel scenes, infusing them with the “Fully Loaded” treatment to match the excitement of the brand’s new product.
“The Showdown: Fully Loaded” marks a departure from Red Baron pizza’s previous campaigns, focusing on the theme of “Share Something Awesome.”
To engage viewers, a :30 second teaser is followed by an interactive experience, allowing audiences to watch the film “Fully Loaded” by clicking their TV remote or scanning a QR code. The film takes the energy and action to the next level, featuring unexpected characters like wrestlers, pirates, and even a Spartan army participating in the pizza-filled showdown. Watch below:
REELated:
Martin Insua, Creative Director at TBWA\Chiat\Day LA, remarked on the campaign’s ambition and execution, says, “Red Baron pizza is a brand that is willing to push the boundaries of the pizza category. And this work is proof of that.”
Ben Shaffery, Senior Art Director at TBWA\Chiat\Day LA, emphasized the campaign’s resonance with the target audience, emphasizing how movies and pizza are seamlessly intertwined for their consumers. “Watching a movie and eating pizza go hand in hand for our target market, so we used this space to create something that felt unique for the product and relevant to our audience.”
The digital campaign comprises short-form and long-form content tailored for digital video, connected TV (CTV), and social media platforms. The campaign’s duration is slated to extend through November 2023.
Follow us on Facebook and Instagram
