Making weird work: Pizza Pops

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By Cossette, We Are Social

For General Mills

Meet Pizza Pops, Canada’s favorite frozen pizza snack and an icon of Gen-Z popular culture. A General Mills brand, Pizza Pops’ audience is significantly younger than when it first appeared in the Sixties.

To engage the attention of this audience—largely teenage boys—Cossette launched an offbeat “Weird Good” brand campaign in 2019. The campaign resonated, earning Pizza Pops the highest brand awareness numbers in its category. 


Building on Cossette’s top-of-funnel success, We Are Social began to fire up the brand’s social community in 2021 through gaming, a Microsoft Xbox promotion, merch giveaways, and a barrage of social content to “Fuel Your Weird.”




influencer-led live streams on gaming platform Twitch


brand awareness in Canada among direct competitors


higher social engagement, year over year


increase in fans on Instagram


more impressions/month from organic content (YOY)