The Red Baron brand, the frozen pizza category, is celebrating 40 years of history by showcasing how pizza night has evolved with the launch of its “Timeless” marketing campaign.
Red Baron pizza, a brand trusted in 27 million households annually, is launching a 40-week, digital-first marketing campaign to engage consumers through social platforms, bloggers and influencers, digital banners and national television. Marketing activities to support the timeless campaign showcase the tradition and nostalgia of pizza night, family moments and pop culture across four decades, from 1976, the year Red Baron pizza was born, to present day.
"Our new Timeless campaign celebrates the role that Red Baron pizza has played in family togetherness throughout our 40-year brand history," said Kevin McAdams, president of Schwan's Consumer Brands Inc. "For the first time, we're capturing pizza night moments consumers remember so fondly -- from their childhood to adulthood. This digital-first marketing campaign reflects an exciting new direction for the Red Baron brand and we look forward to reminiscing together."
Every element of content created for Timeless, developed in conjunction with Schwan's Consumer Brands Inc. agency partner space150, will deliver the nostalgic experience of pizza nights over the 40-week campaign time frame.
The 30-second television commercial documents the life of a young girl through four decades, from the 1970s as she enjoys a Red Baron pizza night with her family, to today as she celebrates that same tradition with her children and husband. Decade-specific vignettes seamlessly flow from one into another with camera angles that show behind-the-scenes sets.
The commercial breaks the "rules" of traditional QSR/delivery and frozen pizza advertising by eliminating the standard "cheese pull" and "bite and smile" shots and instead incorporating real consumer emotional moments and nostalgic memories. It also embraces and mirrors the cultural shifts that have taken place throughout the last 40 years.
Building on and integrating elements from the TV spot, digital banners and brand social channels feature creative content that commemorates Red Baron® logo changes and packaging shifts, and share fun facts about the brand as it turns 40. Fun social content will drive consumer interaction with the Red Baron brand around their own nostalgic memories of pizza nights.
A dedicated website experience gives users the chance to travel through time -- literally through the spin of a virtual oven dial -- to interact with 40 years of history and the role Red Baron pizza plays.
Blogger and influencers also serve as partners in the overall throwback experience.
