How Broccoli Pizza and Pasta succeeded on social. This Italian food franchise increased its sales by 31% with a 3-day Facebook video ad campaign to celebrate National Pizza Day. Broccoli Pizza & Pasta is one of the fastest-growing food franchises in the world. They have more than 135 stores across 6 countries in 2019, more customers are loving the freshly-prepared, made-to-order Italian-inspired food.
Pizza the Action
Broccoli Pizza & Pasta wanted to take advantage of National Pizza Day by promoting a special offer that would boost brand awareness to increase sales.
In Pizza We Crust
To create an impact before, during and after National Pizza Day, Broccoli Pizza & Pasta decided to team up with Coca-Cola and some of its most prominent home delivery partners in the region: Talabat, Deliveroo, Careem and Zomato. Customers could take advantage of a joint offer for the 3-day campaign period where they could buy one meal and get another meal plus 2 drinks for free. The campaign was targeted to people aged 13–35 in the United Arab Emirates, Saudi Arabia and Oman, using Facebook’s core demographic and location targeting. These people saw video ads across Facebook News Feed, Instagram feed and in Stories. These were created in collaboration with coca-cola. To ensure that people saw ads in the language that was relevant to them, both Arabic and English versions were created. Each ad featured a call to action to shop the offer!
Slice, Slice, Baby:
Broccoli Pizza and Pasta’s high-energy 3-day campaign for National Pizza Day 2019 reached more than 9 million people in 3 countries. This resulted in a 31% boost to sales.
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