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Pizza Box Advertising: How to effectively reach Consumers Home?

Pizza Box Advertising is a type 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 unconventional execution and being first or 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 its 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 message are printed on pizza boxes (or pizza box toppers) and distributed to the pizza venues you selected. The venues are recognized pizza chains so the advertisement usually have a exposure to reputable brands. The pizzerias deliver either in the hands of the consumer or at their homes reaching on average 45 min of brand exposure.
Pizza Box Advertising

Pizza Box Advertising delivers that message at the home of the consumer

Large audience reach

Over 3 billion pizzas are sold alone in the U.S every year. Pizza box advertising becomes an extremely powerful marketing tool to reach American consumers. Over 83% of the 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 place in the refrigerator enabling multiple impressions. On average, each pizza venue delivers 2,000 ads per month with an estimate 1.8M impressions/month.

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 a specific zip codes. It is ideal for news businesses or for existing ones that are opening new locations. Pizza venues can display the advertisement in the neighbor 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 cost $14,000-20,000/month in larger markets.
With the cost of 1 billboard/month, the advertiser can place its message on 60,000 pizza boxes to 30 different pizzerias during the same period of time.

Sources:

  1. Luxton, S. What is called Ambient Advertising? Monash University. 2000
  2. 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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