Adding Spice to its Slice
April 1st, 2019 by BMLPR
Capitalizing on one of the hottest annual, seasonal product trends, BMLPR conceptualized the world’s first-ever Pumpkin Spice Pizza, in collaboration with client Villa Italian Kitchen. The Pumpkin Spice Pizza was created with the sole intention of generating nationwide media coverage for the brand, striking a nerve with folks who simply don’t want anyone messing with their pizza.
Strategically timing the launch with the first day of Fall, the Pumpkin Spice Pizza was made with Villa’s signature hand-stretched, homemade dough, pumpkin pie filling and 100% whole-milk mozzarella and baked to golden-brown perfection, creating a delicious marriage of a classic Villa Italian Kitchen cheese pizza and all the cozy, seasonal flavors of fall.
A viral sensation and overnight smash hit, the Pumpkin Spice Pizza attracted international and local-market media attention, with the BMLPR team facilitating media deliveries of hot and fresh pizzas to top morning shows across the country, including Good Morning America, The TODAY Show and, most notably, an appearance from Villa Restaurant Group’s COO on Jimmy Kimmel Live.
In total, the activation garnered:
990 stories (609 Broadcast, 17 Print, 236 Online, 128 Social Media)
1 BILLION+ consumer media impressions
A publicity value exceeding $20.6 MILLION+
Over 90,113,077 brand mentions on social media