Another One Bites The Crust

April 7, 2022

There can be little doubt that interest in plant-based food is strong and growing in momentum. Nearly half (48%) of consumers look for foods and drinks labeled “plant-based,” per the Hartman Group’s 2021 Health & Wellness: Reimagining Well-being COVID-19 report. Seven in 10 U.S. adults have tried a plant-based alternatives. And one-quarter of adults say they are eating more plant protein than last year, according to the 2021 Health & Nutrition Survey from the International Food Information Council (IFIC).

Pizza Revival

The briefing for this campaign was to introduce two new plant-based vegan pizzas to their national menu (30+ stores and counting) and launch a campaign to appeal to all pizza lovers and even the meatiest of meat eaters. Plant-based pizza was highly requested, because it’s not something that many pizza places offer- and the ones that do tend to charge an arm and a leg. Rapid Fired saw the want and need for delicious vegan pizzas, and it was up to us to support the launch and successfully market a quality product with reasonable prices. How did we do it? Read on to get a slice of the action.

A Slice Of The Action

We took Rapid Fired’s two most popular meat pizzas and made them vegan. Enter PepperNoMe (the best vegan Pepperoni pizza with plant-based pepperoni) and ‘PBD’ (Plant-based deluxe – with plant-based pepperoni, sausage crumble, green peppers and red onion).  We developed a launch pack for all stores, which included new product photography, in-store graphics for point of sale and online and digital assets (ordering, social media, website). Good pizza deserves to be celebrated, and we wanted to make sure that everything we created was fun and playful to be on brand with the Rapid Fired atmosphere. “Move Over Meat-Guy” played with the idea of your stereotypical gym buff really enjoying plant-based pizzas.

We helped get the word out in the community by working with multiple influencers in the vegan space. This included Instagram, TikTok and some small in-person groups that hosted vegan potlucks each month.

The campaign also worked with MorningStar Farms® (a Kellogg’s brand) to celebrate and promote their sausage crumble – which really is delicious! After countless taste tests to perfect the pizzas, it truly doesn’t taste like you’re missing out on anything by going meatless.

History in the Baking

We thoroughly enjoyed working on (and tasting) these plant-based pizzas. And the new plant-based pizzas have now become a permanent fixture on the Rapid Fired Craft menu.

One thing became evidently clear during this campaign – Rapid Fired is second to none and loved by the community for their fast and quality pizza offer at affordable everyday prices. So, the next time you think about grabbing a quick but delicious bite, you may find yourself placing Rapid Fired on speed dial.

If you have a brief or project you want us to tackle – get in touch. We love a good challenge —

Author Headshot

Dani Wilkinson

Dani has a passion for making brands sparkle. From Dyson vacuum cleaners to Pies, she built brands from the ground up and has a strong perspective from both high-level, to actual practicalities and how to get something done.

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