Friday, January 29

DiGiorno Pizza - From Social Media Icon to Storm Survival

During last week's #Jonas snow storm, I was stuck in my New York apartment all by myself for two days. I honestly think it was the first time since I've been a father (22 years) that I had a weekend completely by myself, all alone, with no one else in the house. Honestly, it was glorious. Although truthfully, I don't need to do it again for about another 22 years!

Like every good New Yorker preparing for the storm, I stopped at the grocery store on my way home from work and stocked up on food. Food of the frozen variety for the most part, but I wasn't sure how much I'd eat all by myself all weekend. Keeping it frozen would keep it from going to waste.

I found myself turning to a brand that I'd never tried before, yet feel like I know very well:  DiGiorno Pizza. Actually, it's a brand that I have tremendous respect for, but I've never consumed a slice.



You see over the past few years, DiGiorno has become a bit of a social media icon. At virtually every major pop culture event, they take to Twitter and run real-time commentary that bridges the brand with what's going on at the event. It seemed to start out with The Sound of Music Live and hasn't stopped.



In the process, the brand modernized its image and suddenly found itself in the consideration set of pizza lovers everywhere. Truthfully, I've never bought a frozen pizza in my life.



#Jonas was my chance to have a first.

And you know what...it was good, and it totally reinforced the positive reputation that it has now established with me. Consistency! The hallmark of good marketing. The product experience was consistent with the brand experience. Bravo.

So for me, DiGiorno has gone from unknown to social media icon to storm survival. And it's in my house.

Can a brand ask for more? What's your experience?  JIM.

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