The Pizza Expo, confirmed for its second edition, this time becomes an exhibition of the best pizzas from all over Italy, master pizza makers from every region, who will represent their belonging region.
A gastronomic path full of typicality anticipated by an “explosive” Guerrilla Marketing Campaign.
The launch of this edition required a considerable dose of creativity, to differentiate itself from the usual pizza fairs, typical of the Italian territory.
A pizza on the fly – the idea
The launch of the Campaign was characterized by an adventure in the heart of the city of Salerno.
Two master pizza makers as well as pizza FreeStyle champions, performed acrobatic launches, from one side of the street to the other, flying over passing cars.
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The design of the campaign was the result of the creativity of Giovanni Sapere, Art Director and Project Manager of Pizza Expo.
The two acrobatic pizzaioli, as shown in the video, wear a T-shirt with only the logo of the Event, so that they understand the advertising stunt but without providing precise information.
Of course, the local and provincial press has spread the news, encouraging the curiosity of readers.
A crackling idea
The next step is the realization of a Candid inside a well-known supermarket in the city, where parcels of flour and tomatoes burst before the incredulous eyes of customers.
A few days later, viral videos have been broadcast on the web, which have obtained over 300,000 views and 25,000 shares. At the end of each one, an animation logo anticipating the date and name of the event.
These events were defined as the work of some “Terrorists of Taste “, a movement born to defend Italian national gastronomic traditions, untouchable heritage and to safeguard taste.
The identity of the Terrorists were then revealed during the presentation of the press conference presenting the Event.
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