What goes better with pizza than beer? How about craft beer? When Panago came out with their craft-driven pepperoni creations — The Trippple Pepperoni and the Pepparugula — we partnered with local, crafty Red Truck Beer. They were just big enough to be legit and small enough still to lend Panago authentic craft association. Not normally known for their craft offering, the collaboration helped lift Panago’s foodie cred.

To bring even more people to the party, Virgin Radio was on hand, with Johnnie Staub hosting our radio remote. Red Truck’s restaurant also provided a ready-made space. We came with a few tent cards, some fishing line to hang signage and Presto!, our event was prepped. Oh yes, and pizza. We didn’t forget to bring the pizza—and chefs—who also remembered to bring their portable pizza ovens. This is my favourite kind of Swiss Army knife advertising. It’s an activation, that becomes a digital campaign, that influencers generate earned media for, in addition to paid ads on social. And anytime there’s fresh pizza, that’s a great thing too.

:06 + :15 Digital Video Paid Social Ads

Digital spots were created from the content we captured.

Earned Social Media

Influencers and guests blogged about it and Panago reblogged.

You get swag, you get swag, and you… OK, only if you were an influencer.

Creative Direction/Copywriting: Allen Forbes, Associate Creative Direction: Deborah Boyd, Art Direction/Design: Jesse Diehl, Thom Moss, Videographer/Director: Stu Ross, Interviewer: David Milchard, Social Media: Stacey Armstrong, Stephanie Hahlen and Amanda Carter, Event Producer: Johannes Froysaa, Account Sergeant: Solly Gauthier