Telepizza is a Spanish brand that has presence in more than 20 countries. The brand’s spirit of innovation is well known, but sometimes their product releases are translated into monumental fails. Some of their newly launched pizzas didn’t last more than a couple of weeks on the menu, and were mocked and rejected by social media community.

The brief was focused on the creation of a striking digital initiative around Halloween. Our main objective was to increase brand engagement with our online community, even with less like-minded users.

Some true culinary aberrations have come from Telepizza’s kitchens. Chips Pizza, Pizzalad, Wok Pizza, Smoked Fish pizza and many others were withdrawn shortly after their launch.

We could have buried these gastronomic atrocities forever, but instead we launched a fun and honest campaign. We invoked all our deceased Pizzas and gathered them in a virtual cemetery. We asked our followers to vote for the most terrifying of all.

Thousands voted on Social Media. Soon we had the results. Telepizza’s most atrocious creation was The Pizzalad, a bowl-shaped pizza dough with a soggy salad topping.

The Halloween comeback allowed users to scare their friends by ordering a Pizzalad and sending it to their homes. Then we went further, and settled scores with all the haters who showed no mercy when we launched it, responding their old tweets, and even sending the pizza to their homes.

The brand had more than 15 failed product releases. Instead of pretending that the brand never did wrong, we bet on a brave campaign that acknowledged the brand’s mistakes in an honest and funny way. We targeted our online community, specially our haters. We engaged with them by asking them for their sincere opinion and not censoring them at all. Then we listened and gave them the terrifying experience they were asking for.

We designed a two-staged Landing page that allowed users to participate and vote for pizzas. We brought back the Pizzalad to our restaurants for Halloween and launched contents for owned SM, direct emailing and direct marketing to media and haters.

+129K INTERACTIONS

+3275% INCREASE IN ENGAGEMENT

+14,5M ORGANIC IMPRESSIONS

+430% INCREASE IN ORGANIC IMPRESSIONS