Making weird work: Pizza Pops
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.”
Results
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)
