Rapid Fired Pizza

Move Over Meat – National Advertising Campaign

  • Brand
  • Campaign
  • Design
  • Print

“Bodhi and Co. had the perfect insights in knowing how to position plant-based meat toppings to the vegan consumer, but not at the expense of making our regular guests feel left out or behind. Their advertising perfectly dramatized the appeal of plant based meats, but made clear great taste and variety were uncompromised. Not preachy, or off-putting, but welcoming and reassuring. The result was a very successful national promotion that strengthened the brand and our customer key ratings.”

Mike Kern, CEO & President - Rapid Fired Pizza

The Brief

As their retained partner for marketing and campaign rollout, Rapid Fired Pizza came to us with a challenge to create a campaign that introduced a new audience to their brand without alienating their core consumer using a Limited Time Offer (LTO). People looking for meat-free alternatives (flexitarians) were an obvious choice, so we got straight to work.

Client Experience

An important consideration was to not only develop a strong campaign, but to consider operational rollout and complexities as well. Working with NPD, the brief was to create two plant-based pizzas that would rival any meat pizza and even the meatiest of meat eaters would enjoy. We had a blank canvas in terms of photography, so we arranged for a 1 day studio photoshoot to ensure we had high quality product imagery (and some fun imagery too).

Solution & Results

We created a point of purchase (POP) kit that rolled out to 32 stores nationally across the country. A digital and social media launch kit was also supplied for national and local store use. We went out with the news hard and landed trade and consumer PR coverage. We worked in partnership with Kellogg’s to promote MorningStar & Rapid Fired Pizza collaboration, as a meat-free alternative. Key influencers and bloggers were invited in to take the taste test for themselves which resulted in authentic reviews. Rapid Fired Pizza is now mentioned among top recommendations for vegan eats and one of the plant-based pizzas is also a permanent feature of their core menu (11 Craft pizzas).

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