The impact of late pizza on your PR

Late pizza PR campaign

A tasty PR campaign cooked up by ONIRIA/TBWA saw two pizza shops provide a deliberately slow service to help customers begin to understand those affected by hunger.

Teaming up with the Food Bank Foundation, the agency persuaded the “two important pizzerias” to accept delivery requests from customers, advising them that the food would arrive within 45 minutes.

Feigning bad service, all the pizzas were delivered much later than this specified time frame, prompting angry calls from those who had placed an order. However, when the food finally arrived, each box came with a note explaining:

When you’re hungry, you understand hunger.

Couriers then told each customer that the pizza was free of charge, but any money they did give would be donated to the Food Bank Foundation to help those for whom hunger is a genuine fear, rather than an irritation.

The idea behind the concept was to help those who can afford takeaway food to put their complaint into perspective, in return offering them a pizza for free as a thank you for taking part in the experience.

It ticks loads of boxes for me. It’s brave, innovative and entertaining. What do you think?


About Peter Davies

I'm a Manchester PR agency man. I work at RMS, the UK-based independent PR and marketing agency, I'm also a daddy and a football referee. Call me on 07779 033 016.
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