THE CRUST
THE WORLD CRAVES
Little Caesars has a specialty pizza called Pretzel Crust that many of our fans REALLY love.
They're constantly asking us to “Bring Back Pretzel Crust.” But after 5 years of declining sales, we needed to find an even bigger audience.
So, to announce the return of our fan-favorite pizza we partnered with comedy legends Tim and Eric to give the world a pizza that NO one asked for - Corncob Crust pizza.
This ridiculous pizza enraged Pretzel Crust lovers and turned their response into attention that helped drive sales.
CASE STUDY
TEASE
To kick off the campaign, we started with a teaser of a mysterious pizza box and the words
"THE CRUST THE WORLD CRAVES IS COMING SOON."
Pretzel Crust fans went crazy thinking this was a teaser for the return of Pretzel Crust.
INTRODUCING
CORNCOB CRUST
Then we created videos introducing Corncob Crust - a pizza that no one really craved. Needless to say, the internet lost their minds.
INFLUENCER
Next, we doubled down on the Corncob Crust craziness by giving the fake pizza to real food influencers to review on their channels.
THE RETURN
OF PRETZEL CRUST
After a week of the internet losing it over Corncob Pizza, we did what the people wanted all along. We brought back Pretzel Crust Pizza.
Finally, we answered the age old question: "How does Little Caesars decide when to bring back Pretzel Crust?"
RESULTS
