Congratulations! It’s a… Lasagna!
April 1st, 2019 by BMLPR
To launch Villa Italian Kitchen’s new online catering platform, BMLPR created the world’s first-ever Gender Reveal Lasagna, available at all locations nationwide.
Through proactive media relations and attention-grabbing visual assets, Villa’s Gender Reveal Lasagna made headlines worldwide. The announcement created global buzz, striking a nerve with target media contacts, with the announcement trending on social channels before a single media placement hit. Ultimately, the Gender Reveal Lasagna announcement converted to quality media coverage for both brand and product, with 100 percent of coverage communicating Villa’s key message of online catering.
It generated an unprecedented jump in brand conversation, crashing Villa Italian Kitchen’s website, while driving significant consumer inquiries to its headquarters and social media pages. Most importantly, media coverage made immediate impact for sales on the catering platform.
In total, the activation garnered:
927 stories (614 Broadcast, 8 Print, 212 Online, 91 Social Media, 2 Newsletter)
1.7 BILLION+ media impressions
Total publicity value exceeding $60 MILLION