Turning #ParentFails into #ParentWins
Red Baron sought to engage parents when they need mealtime help most: back-to-school season. With #ParentFail conversations spiking on social media during that time, we gave free pizza and surprise gifts to parents who posted #ParentWins.
We set up locked freezers filled with Red Baron pizza in Chicago and New York. Instagram posts revealed a “Never Fly Solo” password to unlock the doors.
Freezers stocked with Red Baron pizza were placed near high-traffic locations and busy parents were invited to take a pizza home to their families, giving them a #ParentWin when #ParentFails were trending.
To further prove Red Baron is the ultimate win, influencers shared their #pizzaparentwins.
After 2,000 pizza giveaways, 3,000 Instagram visits, 21,000 influencer campaign likes, 229,000 video views and 763 comments, Red Baron enjoyed a big slice of positive back-to-school conversation.
Over one year, Red Baron grew twice the category average.