Hormel Pepperoni
When Hormel Pepperoni initially challenged us to spark excitement around National Pepperoni Pizza Day, the brief focused on inspiring families to make pizza at home. But we saw a bigger cultural truth worth tapping into: wherever there's pepperoni pizza, there's missing pepperoni. Yes, pepperoni poaching is rampant.
So, we flipped the ask and built a campaign around protecting the pepperoni people love from disappearing. Introducing Pepperoni Insurance — a cheeky, yet instantly relatable solution that insured pizza lovers could "keep their pizzas covered," simply by having an extra pack of Hormel Pepperoni on hand.
Earned Influence
No contracts. No ask. Just pure fandom. We sent Pepperoni Insurance kits to 19 creators, and 14 posted organically, reaching 3.5M+ pepperoni lovers who shared our obsession. When an idea hits, it spreads itself.
Dynamic Media
From National Pepperoni Pizza Day hype to on-the-way-home cravings to the fear of running out — we showed up at the right moment pepperoni matters with 10,000 Pepperoni Insurance packs claimed in under 8 hours.
Cross Merchandising
We placed Pepperoni Insurance right by frozen pizza to spark impulse grabs and keep every slice covered. Retailers loved it so much, they asked to make it a year-round program.
