YOU HAVE NEVER SEEN A PIZZA LIKE THIS
From the passion of the queen of the table and the genuineness of products Made in the South, Pizza Expo was born, a real showcase of the excellence of the territory.
The event, conceived by Giovanni Sapere, Art Director of the Communication Agency Creatiwa Studio, involves the best master pizza makers of Salerno.
Pizza Expo Salerno, this is the name of the gastronomic event held in Salerno at the Parco del Mercatello.
The organization of the event, in collaboration with “AIEG”: Italian Association of Gastronomic Excellence, was preceded by a unique campaign of Guerrilla Marketing.
Strategy: the main phases of the conception
The conception of the campaign has involved the drafting of an operational plan which is summarized in three key steps:
The subject of the campaign could not be anything but pizza.
The first phase was conceived to create “chatter” between people and the local press, in reality it reveals nothing but a single clue, the name of the event.
The second and third phases, basically related to each other, are the decisive ones that provide all the necessary information.
The first phase saw the conception and realization of a banner of more than 5 meters, installed on some street light poles, which depicts two slices of pizza, joined by an inviting melted mozzarella!
For the realization, a pizza was taken as an example, cutting a slice, placed a short distance with mozzarella in the center.
Once photographed, the subject was worked graphically and printed.
The posting has aroused a lot of sympathy and has spread on the net through some shots taken by passers-by and posted on social networks. More than 1000 comments.