Panago launched a new line of craft-inspired pepperoni creations—the Trippple Pepperoni and Pepparugula—but needed a way to break through to foodie culture and younger consumers. The challenge: how do you make a mainstream pizza brand feel artisanal without trying too hard?

Solution

We partnered with local brewery Red Truck Beer—just credible enough to be legit, just niche enough to signal craft appeal. Together, we co-hosted a launch event featuring custom signage, live radio remote with Virgin Radio, chefs slinging pies from portable pizza ovens, and interactive touchpoints for guests and influencers alike.

Campaign

A pop-up beer and pizza event with full experiential staging was amplified with social content, influencer posts, and earned media. The campaign extended Panago’s brand personality beyond delivery menus—becoming something people could see, taste, and share. From pizza oven flames to Instagram stories, the event delivered cultural credibility and digital reach.

Impact

• Boosted foodie relevance and local authenticity for Panago

• Delivered earned media through influencer activation and live radio coverage

• Extended reach through paid and organic social amplification

• Created a replicable model for local experiential activations

• Reinforced Panago’s evolution beyond fast-casual basics

• People walked away with some cool pizza swag 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