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. 78% of creators we gifted posted organically, reaching 1.8M pepperoni lovers who shared our obsession. Proof that when the idea resonates, 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 showed up were the craving hits — right next to frozen pizza. Pepperoni Insurance was merchandised on-door to spark impulse grabs and keep every slide covered.
