THE OBJECTIVE
Drive excitement, press, and trial for Newman’s Own by highlighting their commitment of 100% of profits going to help kids.
THE ANTHEM
Let’s give it all away!
Here’s the Glow Up
1.2MM+
Product Sampled
3K+
Demos
20MM+
Impressions
OUR PROCESS
PHASE 1
Partnered with partner agencies to create a national tour featuring a custom food truck that prepared and served Newman’s Own pizzas to consumers
PHASE 2
We asked people to pay what they wanted for a slice of pizza, knowing all proceeds were going to kids’ charities
PHASE 3
We established a “Generosity Index” across multiple cities to show which geographic regions were the most charitable, creating a sense of friendly competition between communities
PHASE 4
The tour got people’s attention, with media members covering the activation, including a segment on Good Day New York
WHAT IT TOOK TO PULL IT OFF
See more work
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