Brand celebrates 40 years of family pizza nights with new ‘throwback’
40-week national marketing campaign
BLOOMINGTON, Minn.–(BUSINESS WIRE)–Few traditions spark togetherness more than a family pizza night. From
savoring a pepperoni pizza over a round of “Go Fish” to devouring a
supreme pizza before heading to a Friday football game, pizza night is
an American tradition. The Red
Baron® brand — a leader in the frozen pizza category
— is celebrating 40 years of history by showcasing how pizza night has
evolved with the launch of its “Timeless” marketing campaign.
Red Baron® pizza, a brand trusted in 27 million
households annually, is launching a 40-week, digital-first marketing
campaign to engage consumers through social platforms, bloggers and
influencers, digital banners and national television. Marketing
activities to support the timeless campaign showcase the tradition and
nostalgia of pizza night, family moments and pop culture across four
decades, from 1976, the year Red Baron® pizza was
born, to present day.
“Our new Timeless campaign celebrates the role that Red
Baron® pizza has played in family togetherness
throughout our 40-year brand history,” said Kevin McAdams, president of
Schwan’s Consumer Brands Inc. “For the first time, we’re capturing pizza
night moments consumers remember so fondly — from their childhood to
adulthood. This digital-first marketing campaign reflects an exciting
new direction for the Red Baron® brand and we look
forward to reminiscing together.”
Covering 40 years of togetherness in 40 weeks
of content created for Timeless, developed in conjunction with Schwan’s
Consumer Brands Inc. agency partner space150, will deliver the nostalgic
experience of pizza nights over the 40-week campaign time frame.
The 30-second television commercial documents the life of a young girl
through four decades, from the 1970s as she enjoys a Red Baron®
pizza night with her family, to today as she celebrates that same
tradition with her children and husband. Decade-specific vignettes
seamlessly flow from one into another with camera angles that show
behind-the-scenes sets. The commercial breaks the “rules” of
traditional QSR/delivery and frozen pizza advertising by eliminating
the standard “cheese pull” and “bite and smile” shots and instead
incorporating real consumer emotional moments and nostalgic memories.
It also embraces and mirrors the cultural shifts that have taken place
throughout the last 40 years. Click
here to view the spot.
Building on and integrating elements from the TV spot, digital banners
and brand social channels feature creative content that commemorates Red
Baron® logo changes and packaging shifts, and share fun
facts about the brand as it turns 40. Fun social content will drive
consumer interaction with the Red Baron® brand
around their own nostalgic memories of pizza nights.
A dedicated website experience gives users the chance to travel
through time — literally through the spin of a virtual oven dial — to
interact with 40 years of history and the role Red Baron®
Blogger and influencers also serve as partners in the overall
About Red Baron® Products
Baron® products range from family-sized and
single-serve frozen pizzas, to snacks, and meals and can be found in
more than 50,000 retail outlets across the United States. Established in
1976, the Red Baron® brand offers a wide range of
products and varieties designed with the entire family in mind.
Baron® pizza is sold by Schwan’s Consumer Brands,
Inc., a subsidiary of The Schwan Food Company, which offers trusted
brands such as Bon Appétit™, Red Baron®, Freschetta®,
and Tony’s® pizza, Mrs. Smith’s® and Edwards®
desserts, Larry’s® potatoes and Pagoda®
Asian-style snacks. Its products can be found in grocery, convenience
and club stores throughout the United States. www.TheSchwanFoodCompany.com.
Jessie Clapper, 612-375-8502