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Extra Virgin Pizza Presents: Free Pizza Day

Extra Virgin Pizza Presents: Free Pizza Day


Extra Virgin Pizza

The Lo & Behold Group’s pizzeria, Extra Virgin Pizza, celebrated all things pizza with Free Pizza Day. The aim of this campaign was to drive talkability and reestablish the brand’s tongue-in-cheek and rebellious personality through a ‘go big or go home’ strategy, taking many restaurants' ‘free starters’ or ‘free desserts’ approach to earning new and return customers and completely turning it on its head by simply giving out free food.

This campaign had several key objectives: (1) Drive Brand Awareness, (2) Drive Product Trial, (3) Collect Consumer Data.

I led this project from start to finish, defining campaign objectives, programming, creative assets, and promotional activities (organic and paid). The campaign was delivered with over 200 attendees lining up over an hour before the start of the event, and all free pizzas were claimed before the end of the day, with participants finishing their pie and returning as paying customers to purchase another pizza.

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