Before we launched our latest product innovation, we talked to our key target segments, Crowd Pleasers and Hungry Dads. For them, pepperoni pizza is a surefire hit for their family and friends. While they may not be familiar with the phrase “old world” to describe cupped pepperonis, they are always looking out for new food experiences, especially with something as popular as pepperoni pizza.

But that craving for novelty is sometimes hindered by the realities of their daily expenses and budgets. Thus, by creating a one-stop shop on Little Caesars’ Instagram, we gave our audience the chance to purchase items that were usually inaccessible - whether through price or the usual avenues to purchase. By putting these items directly at their fingertips, we were able to demonstrate the product’s simultaneous “fanciness” and accessibility, while also giving our target audiences some fancy art to show off to their friends and family.

With the Fanceroni Pepperoni’s excess of crispy old world pepperonis, each bite takes tastebuds to new heights. Our audience had seen these pepperonis before on Instagram from spots in New York and Chicago, but never a pizza with 100 pepperonis on top.

We leaned into a culturally relevant date, September 20th - National Pepperoni Pizza Day - to welcome our audience to the fanciest, pepperoniest art gallery space on all of Instagram — The Galleroni, An Online Pizzart House. We used teaser posts, drop countdown clocks and IG stories to get the word out and make sure our followers’ eyes were on the Little Caesars Instagram on September 20th. The Galleroni came to life as a multi-image grid takeover of Little Caesars’ Instagram page. That’s where our audience found an assortment of Fanceroni-inspired pieces, all of which were available for purchase for only $9.99, first come, first serve.

For our key target segments, Crowd Pleasers and Hungry Dads, pepperoni pizza is a no-brainer surefire hit for their family and friends. While they may not be familiar with the phrase “old world” to describe cupped pepperonis, they’re always looking out for new food experiences, especially with something as popular as pepperoni pizza.

But that craving for novelty is sometimes hindered by the realities of their daily expenses and budgets. Thus, by creating a one-stop shop on Little Caesars’ Instagram, we gave our audience the chance to purchase items that were usually inaccessible - whether through price or the usual avenues to purchase. By putting these items directly at their fingertips, we were able to demonstrate the product’s simultaneous “fanciness” and accessibility, while also giving our target audiences some unique art to show off to their friends and family.

In creating the Galleroni, we didn't cut corners. Each fancy item was sourced or hand-crafted. We worked with mom and pops, vendors, and even a painter. We made pepperoni monocles, framed artwork, and more. We even created fancy football-and-pizza inspired items, because what goes better together than pizza and football? Lastly, we commissioned painter Noah Verrier to create a still life oil painting of the Fanceroni Pepperoni™ in his unique style. Each item was developed in very limited quantities for purchase via the Galleroni.

On 9/17, we teased on IG Stories that the Galleroni would “open” on 9/20 to celebrate National Pepperoni Pizza Day. We then scheduled 12 shoppable Instagram posts to launch at once, reskinning the Little Caesars Instagram page into a 24 hour virtual art gallery of the fanciest, pepperoni-est items around.

Noah supported the launch announcement with posts on Twitter, Instagram, and Reddit.

Each of the Galleroni’s items sold out in under 6 minutes, demonstrating the fervor that our audience had for pizza-themed art. Additionally, Galleroni’s 13 organic posts earned 84.3k impressions and a 5% Engagement Rate, with the top post reaching 6.9%, during our one-day flight on Instagram.