Freschetta's tour heats up awareness of its frozen pizza

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Marketer: Freschetta Foods, a division of Tony's Pizza Service, Marshall, Minn.

Agency: J.C. Dolan & Associates/Compass International, St. Louis.

Effort: Freschetta pizza sampling tour.

Twist: Hitting the road to take on competitors in the frozen pizza marketing wars, Freschetta has taken a mass approach, creating 12 vehicles equipped with mobile kitchens to demonstrate the product's freshness at fairs and festivals. Each traveling pizzeria is equipped with a 15-foot inflatable and a sound system to create an "instant event" at any location.

Vital statistics: Last year's tour traveled 80,000 miles from May through October, passing out more than 500,000 samples. This year, eight roving pizza kitchens take to the road in May; four will remain in major markets visiting supermarkets and supporting store events.

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