challenge

 How do you develop a new frozen pizza with broad brand equity to compete with the fresh carryout created at a pizzeria? 


Solution

Summitry's Behavioral Competitive Structure identified the opportunity for DiGiorno® to compete against Homemade Pizza – It needed to have a clear, meaningful visualization that emulates the experience and taste of homemade pizza. Integrated with our insights, the new brand campaign resulted in the “Rising” pizza, with the positioning: “It’s not delivery. It’s DiGiorno...Delissio!”


Results

The brand delivered $200 million in retail sales significantly surpassing the Kraft’s criterion of $100 million for new brands. The whole division was sold by Kraft Foods to Nestle for $3.7 billion.