Project:

Capitalizing on Conviction: DigIorno and the Experience of Pizza

Description:

This was a project at the University of Michigan Ross School of Business. It is an analysis of DiGiorno’s brand conviction, assessing what DiGiorno believes, what it communicates, and how to convey this message to its target network.

It culminates in a campaign pitch on how to harness this conviction and restructure what DiGiorno is actually conveying to its targets, and sell not just pizzas but the experience of pizza.

Brand Conviction:

DiGiorni believes its purpose is to ignite connections

Target Network:

DiGiorno’s target network are “Experience Seekers.”

Experience Seekers are: Motivated by the experience of connecting and bonding with those they care about over food that they can feel good about providing, with minimal effort.

The issue:

DiGiorno, while bellieving in igniting connections, was not demonstrating that conviction. DiGiorno consistently communicated and advertised functionality — ingredients, ease of use, crust flavors, etc. — and not conviction.

DiGiorno needed to communicate its conviction, and make its target network believe that DiGiorno exists to ignite connections through its pizza.

The campaign:

I took DiGiorno’s coveted and valuable tagline that everybody knows — It’s not delivery, it’s DiGiorno — and harnessed that to create a recognizable, effective campaign that conveyed how connections are ignited through DiGiorno.

By adding an extra phrase in the middle of this tagline, this campaign would use moments of connection, bonding, and fun with people the audience cares about to help the audience make that mental connection. For example, sleepovers, date night, family, and more would slot in the middle phrase.

It would look like this: “It’s not delivery. It’s movie night. It’s DiGiorno.”