launching a plant-based pepperoni that hadconsumers begging for the chance to #FlipMyPie
Greenleaf Foods needed to make a big splash around the launch of its new Field Roast Plant-Based Classic Pizzeria Pepperoni Slices, the first product in a Pizza Solutions lineup. We used our relationship with Flippers Pizzeria to build a social-first program that connected the brands and put consumers in the driver seat—giving them the power to demand Flippers #FlipMyPie to the plant-based side.
Using #FlipMyPie, consumers could participate in an at-home sampling program that provided Flippers customers with a complimentary My Pie topped with Field Roast Plant-Based Classic Pizzeria Pepperoni Slices.
We launched a social campaign to drive awareness of, and participation in, the one-day blitz-style event. Then we added even more power to the #FlipMyPie program with a full suite of co-branded in-store, on-box, digital and promotional materials that encouraged people to post and share their plant-based pepperoni pie for a chance to win.
The event was a huge success, with Flippers customers and staff engaging in, posting about and sharing the promotion on social media.