Box Pizza

The Strategy

“To use media relations to highlight the innovation of a small business, and tell the story of how they are shaking up the industry.
To connect James and boxpizza with charitable initiatives within the city centre to get them noticed by the corporates they wish to serve, for the work day lunch or boardroom banquet
To use creative mailers to introduce boxpizza to the press and the corpo-rate market
– We created a Yorkshire pizza with local ingredients for Yorkshire Day, with proceeds going to a local charity – which achieved press coverage, charity fundraising and in-creased awareness within the target audiences
– We hooked James up with Simon on the Streets – a local charity supporting the home-less – the homeless were the first to try the Yorkshire Day Pizza, alongside James un-dertaking a night sleeping rough as part of his commitment to getting closer to the cause
– Yorkshire businesses were targeted with the Yorkshire Pizza, as a taster of boxpizza’s services,

The Results

– Great take-up from local media which provided cost effective media expo-sure, thanks to a creative campaign. Coverage value achieved amounted to 12 months’ advertising costs.
– The story was told with key brand messages https://yorkshiretimes.co.uk/article/Limited-Edition-Pizza-Given-To-Homeless
– https://www.yorkshireeveningpost.co.uk/news/leeds-pizza-tracking-service-launched-1-2241437
– Leeds Guide was reintroduced to the business and provided a glowing re-view: “Created with fine grain Italian flour and virgin olive oil stonebaked box pizza offer the best artichoke and parma ham pizza this side of Rome”
– New corporate catering contracts achieved, and office takeaway orders take-up achieved was 35% over target
– Charitable relationship established
– Initial ROI within 2 months – the campaign paid for itself and generated leads worth 5 x the PR spend