Mazzio’s Deal-icious Pizza

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With the rise of digital media, our partnership with Mazzio’s has evolved. While continuing to produce traditional TV, print and collateral, we keep the Mazzio’s website updated, place SEM and paid display ads online, create and post promos on social media, and monitor all social media.

The Challenge

As a regional restaurant chain competing with national low-price chains, Mazzio’s needed to capture consumer demand for a new low-price-point pizza, communicating that it tastes great but is not the same as a typical Mazzio’s medium pizza. The goal was adoption and volume for a typically price-sensitive time of year (January).

The Solution

Because of the low price point, the creative and media had to be planned and executed efficiently. We recommended a mix of linear television, digital outdoor, digital video, paid social, digital display, and integration with a local radio station for a Mazzio’s-sponsored prize vault giveaway at a local home show. While the channels and reach were robust, the supporting creative was simple and used only still photography, to keep costs in check.

The Results

Due to POS system limitations, we can only track to the “order now” button (proxy orders) by digital channel. The campaign delivered 1.3+ million impressions between digital display and paid social alone, with over 10,000 proxy orders. The click-through-rate (CTR) for both digital channels exceeded the platform benchmarks, with 0.25% CTR for Facebook and 0.32% for display. Digital video provided nearly 475,000 video views, with 343,000+ completing the full video.

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