Pizza Box Advertising: Effectively Reach Consumers at Home
Pizza Box Advertising is just one of many types of In-the-Hand Advertising. This marketing concept is a sub-segment of Ambient Marketing that relies on the placement of advertising in unusual and unexpected places (serving as vehicles) often seen as an unconventional execution and being first or the only ad execution to do so. Ambient media refers to the usage of publicity-grabbing events by utilizing contextual elements of the target groups, and it’s been demonstrated by research studies (1,2) to demonstrate better perception and engagement in comparison to traditional media.
How Does Pizza Box Advertising Work?
The logo and messages are printed on pizza boxes (or pizza box toppers) and distributed to the pizza venues you have selected. The venues are nationally-recognized pizza chains so the advertisement usually has an exposure to reputable brands. The pizzerias then deliver the pizza box – and your message! – either into the hands of the consumer or at their homes, realizing on average over 10 to 15 minutes of brand exposure!
Large audience reach
Over 3 billion pizzas are sold in the U.S every year, thereby becoming an extremely powerful marketing tool to reach American consumers. Over 83% of pizza stores offer delivery service displaying the custom pizza box with the ad directly on the table of the consumer. Very often the the box with the advertisement is placed in the refrigerator, allowing for multiple impressions. On average, each pizza venue delivers 2,000 ads per month providing more hours of exposure for less cost than most other ways to advertise.
A quick example: using pizza boxes and/or pizza box-toppers, your message reaches an average of 2.5 people who have contact with the box. They then spend an average of 10 minutes viewing and interacting with your messaging (and forget about if they put the box in the fridge overnight!) So, a campaign of 50,000 boxers/toppers will give you an OUTSTANDING customer contact duration of 1,250,000 minutes or over 20,833 hours!
Pizza Box Advertising can be very targeted
Another advantage (in comparison to traditional OOH) is the possibility to segment the audience and precisely target a specific demographic profile by selecting pizza venues in specific zip codes. It is ideal for new businesses or for existing ones that are opening new locations. Pizza venues can display the advertisement in the neighborhood and raise awareness of the new location. Additionally, businesses can use coupons to boost sales and track the ROI of the advertising spend.
Memorable: high brand recall
The unconventional and unexpected nature of this type of advertising enables better perception and assimilation of the message. The brand lift can vary between 60-80%. This type of advertising is a sub-segment of ambient advertising that its been proven by research studies (1, 2) to demonstrate better perception and engagement in comparison to traditional OOH.
Significant lower costs in comparison to traditional OOH
The costs of billboards depends on format, circulation, demographics, and impressions. Traditional billboards can cost $14,000-20,000/month in larger markets. For the same cost of 1 billboard/month, the advertiser can place its message on over 60,000 pizza boxes in 30 different pizzerias during the same period of time!
Be sure to check out the below video for more information, and if you have any questions or would like to place your brand In-the-Hand of consumers, please reach out to Kevin Hicks at [email protected].
- Luxton, S. What is called Ambient Advertising? Monash University. 2000
- Gambetti, R. C. (2010). Ambient Communication: How to Engage Consumers in Urban Touch-Points. California Management Review, 52(3), 34–51
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