Yeti Pizza LTO Campaign
Volume normalized after launch and held within a consistent range. No structural drop-off.
Average ticket on Yeti-inclusive orders grew across the campaign window, lifting overall transaction value.
Influencer content, sightings activations, and community engagement extended reach without additional spend.
Mazzio’s needed to launch a limited-time product that earned its place on the menu through performance, not just novelty. The objective was not brand awareness; it was measurable product velocity and basket impact across a defined six-week window.
The risk with any LTO is a novelty-driven spike followed by rapid drop-off. The brief required establishing demand that could be sustained, not just launched.
Most LTO campaigns lead with price and product. We led with a character. Eddie the Yeti gave the campaign a personality that audiences could engage with, share, and participate in, turning a limited-time pizza into a local legend worth talking about. The creative idea was designed to generate earned media and organic participation alongside paid distribution from day one.
The Yeti Pizza launched as a three-SKU lineup: One-Topping, Create Your Own (CYO), and The Beast, structured to support trial, volume, and premium trade-up within a single campaign. The SKU architecture gave customers a clear path from entry to engagement.
At the center of the campaign was Eddie the Yeti, a mascot character built to carry the idea across every channel. The creative platform, “It’s not a myth, it’s Mazzio’s,” gave the audience a line they could repeat, share, and participate in.
The campaign was designed to generate content that people genuinely wanted to share. A fake news broadcast announced Yeti sightings downtown. Eddie appeared at real locations across Oklahoma. Fans who spotted and tagged Eddie received a Yeti Pizza voucher, creating a community-driven activation that drove both online and in-restaurant engagement.
Influencer and media partnerships extended reach organically. K-Hits 106.9 and local content creators amplified the campaign through authentic engagement rather than paid placements alone. The result was a campaign with a social life well beyond its media buy.
Paid social, digital advertising, email, and website activations worked together to drive trial and repeat purchase across the six-week window. AcrobatAnt owned strategy, creative, media, and measurement under one roof. Optimization decisions were made in real time, not across handoffs.
CYO anchored volume throughout the campaign, consistent with consumer preference for customization and a strong indicator of intentional purchase behavior. The Beast maintained a strong revenue contribution per unit throughout the flight. The three-SKU structure gave customers a clear path from trial to trade-up.
Friday and Saturday drove peak volume, with the weekend window accounting for the majority of campaign revenue. This concentration informed both media weighting and promotional timing throughout the campaign.
