Pizza Prime – Movin’ Pizzas in Double Time
(with TOFU topping)

We have pizza cred, lots of it. We helped both Pizza Hut and Papa Johns (they recently lost the apostrophe) bolster their regional exposure, traffic and sales. We understood that Pizza Prime was of all importance in the media strategy and execution. It’s a concept we still consider with buying, even if it may be less relevant today.

What is pizza prime? Hitting consumers when they’re thinking about feeding themselves or the family. In other words, hit them, ideally, in a hangry state. So prime pizza time – used to be 4p to 8p, but also with a pre-lunch touch and “late night” for those looking for a midnight snack, 10p-1a.

But that was pre-COVID, when digital ordering and extended delivery services were in their nascent stages. So, what’s pizza prime now? 4-8 PM is still important but for the most part, it is now augmented with and around digital/mobile to keep top-of-mind awareness (TOMA) through top-of-the-funnel video and other touchpoints throughout the day.

Linear is still, by far, the most efficient for driving top-of-funnel (TOFU) unaided awareness and TOMA. We now augment linear with OTT and CTV, treating the highly targeted digital as another daypart of our overall budget, hitting specific targets and providing the option for brands to test promotions, offers etc. to select homes before rolling out to a broader market.

What makes us different and so effective? Our proprietary approach to planning and buying is vastly different from the way that 99% of agencies do it currently. We are a boots-on-the-ground, hands-on team where principals do all the negotiating and then we stay in constant contact with our media partners to keep our clients at the forefront for bonus exposure and unique opportunities.

We are focused on Real Performance Media (RPM) realizing that ALL media is performance based, and all contribute to affecting the consumer journey. And, as studies have shown, linear video – and more specifically TV, has the most influence on purchase decision making, and that TV influences every phase in the funnel and should account for a large portion of the budget to drive sales and increase market share.