Pizza Box Top Advertising
Campaign reach: Pizza stores
Campaign time: minimum 1 month
Est. impressions: 1.8M per store/month
Expected recall rate: 70-80%
Audience demographics: Average US household demographics
Pizza Box Top Advertising is an unique way to reach your audience in their home.
The ripple effects from the COVID-19 crisis continue to spread throughout the business world, with the advertising industry now feeling its destructive effects. There are still many uncertainties as to how the next few months will impact the global community, both professionally and personally, so it is essential to look at both spectrum to make educated decisions regarding advertising investments.
Marketers will have to adapt. It will be key for their survival to staying on top of the latest trends, watching the data for insight. The increased “work from home” periods will naturally lead to an increase in the time spent at home.
A survey conducted by the platform Numerator indicated many industries are shifting their advertising messaging. As example, restaurants are pivoting to food delivery message. The food industry has been quick to pivot their messaging to focus on in-home delivery options.
Adzze has been investing heavily in extending the capabilities to offer advertising options that goes along this new trend. One of these concepts is to advertise on pizza boxes and door hangers.
How does it work?
The advertisement is printed on pizza boxes (or pizza toppers) and shipped to the pizzerias that the advertiser selected. The advertising pizza venues distribute to the consumers locally or they deliver at their homes. These venues are recognized pizza chains, so the advertiser has exposure to reputable brands. The pizza box ads get delivered in the hands of the consumers at their homes reaching on average 45 min of brand exposure. Sometimes the consumer leaves the pizza in the fridge generating additional exposure. On average, each Pizza Box Advertising venue delivers 2,000 pizza box ads per month with an estimate 1.8M impressions/month.
There are few reasons why marketers would choose Pizza Box Advertising instead of other traditional media vehicles:
High Brand Recall
Consumers are overwhelmed with digital ads that they see for a fraction of second and barely remember them. The attention span for digital ads is minimal to make them remember. The pizza box ads create a surprise effect making it more memorable. Studies show that this type of ads can evoke an 80% recall rate (8 out of 10 households individuals remember to see an ad on pizza boxes)
The budget used to place a 1 billboard on a high traffic highway for 1 month can be re-allocated to distribute 60,000 pizza boxes. This is sufficient to cover all households of a small town in the USA.
High Return on Advertising Spend
The average ROI is 2.5X. This means, for every 1 dollar the advertiser invested in a pizza advertising campaign, they received at least additional 2.5 dollars of sales.
The unconventional and unexpected nature of this type of advertising enables better perception and assimilation of the message
The ad is placed on the center of the box generating guaranteed impressions. Sometimes the consumer leaves the pizza in the fridge generating additional exposure and more impressions
On average, each pizza venue delivers 2,000 ads per month with an estimate 1.8M impressions/month. This is 4x more impressions than a freeway billboard for 3-5 times less costs
Additionally, you can use coupons to boost sales and track the ROI of the advertising spend.
The cost of Pizza Box Marketing depends on the total quantities/units to be produced, the complexity of the creative/design, the distribution location and shipping costs. By selecting the right agency, the unit cost of a pizza box might vary between $0.80-1.50 and the pizza toppers $0.30-0.60 per unit.
Let’s now compare it with the current outdated advertising methods:
The costs of billboards typically depend on the creative, format, size, location and demographics. It is not viable to calculate the number of impressions since billboard companies cannot precisely identify how many people are looking at the billboard – usually these are guesstimates based on the traffic of the area. Traditional billboards cost $14,000-20,000/month in larger markets.
Now let’s put it into the comparison perspective:
Using the same budget of 1 billboard during 1 month in a larger market, the advertiser can reach approximately 60,000 households with a personalized message on your pizza toppers. This is a large reach impact that could cover every household in a small city.
What would you prefer: paying for a billboard that is not personalized and not even noticed by distracted drivers or reaching 60,000 households that will literally grab your ad in their hands?
Direct Mail is another outdated tactic. The cost of direct mail as postcards are approximately $0.20-0.40 per unit. This is at similar price range as a pizza toppers.
Now let’s put it into the comparison perspective:
Approximately 60% of the postcards or letters go straight to the garbage and don’t even get noticed while 100% of the consumers must see your pizza box ads. This brings the ‘’cost per visualization’’ of post cards 2x higher than Pizza Box Advertising.
Calculating the Return on Investment of Pizza Box Marketing
Let’s assume that you are the Marketing Manager of a local movie theater. The recent pandemic caused you a drastic business harm since the past months most Americans were forced to stay home quarantined. Now that your activities are back to normal you must recover the lost sales with more a creative approach.
You start planning a campaign to distribute 20,000 pizza toppers using local pizzerias. The pizza box ads will include a free popcorn in case they purchase a movie ticket.
Typical conversion rates of Pizza Box Marketing range between 4-6%. This percentage will depend on how attractive the offer is and how compelling the artwork is. Let’s assume for this case a 5% client conversion.
Audience Reach: 20,000 toppers
Converted clients (5%): 1,000 new customers
Sales price of the ticket: $15
Incremental sales (after the campaign): $15,000
Cost of the ads campaign: $6,000
Return on the Pizza Box Advertising investment: 2.5x.
Conclusion: for every 1 dollar you invested in a door hanger campaign, you received at least additional 2.5 dollars of sales.
Adzze offers ad placement on pizza boxes nationally. We work with a network that will enable you to place your ads in the hands of the consumers.