Case Studies

Adding Spice to its Slice



1 Billion


90 Million

mentions on
social media


ad value


Capitalizing on one of the hottest seasonal product trends, BML conceptualized the world’s first-ever Pumpkin Spice Pizza. 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 pumpkin pie filling and 100% whole-milk mozzarella, 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, national and local-market media attention, with the BML 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.