Last month, Schwan's Consumer Brands named space150 as its agency of record for seven of its
brands, including Red Baron, Bon Appétit, Tony’s, Freschetta, Pagoda, Edwards, and Mrs. Smith’s.
Now, agency and client are launching the first project under this new partnership: a 40-week Red Baron promotion to celebrate the pizza brand's 40th birthday.
The “Timeless” campaign includes a 30-second TV spot that shows a young girl enjoying pizza through four decades. This commercial breaks the “rules” of traditional QSR/delivery and frozen pizza advertising by eliminating the standard “cheese pull” and “bite and smile” shots, instead incorporating real consumer emotional moments and nostalgic memories, say agency executives.
This spot is supported with digital banners and brand social channels featuring creative content that commemorate Red Baron logo changes and packaging shifts, and that share fun facts about the brand as it turns 40. A social media component will encourage people to submit their own memories of pizza nights.
Meanwhile, a dedicated website will give users the chance to travel through time through the spin of a virtual oven dial in order to interact with 40 years of history and how it interweaves with Red Baron’s timeline.
“For the first time, we’re capturing pizza night moments consumers remember so fondly — from their childhood to adulthood. This digital-first marketing campaign reflects an exciting new direction for the Red Baron brand and we look forward to reminiscing together," stated Kevin McAdams, president of Schwan’s Consumer Brands.
This campaign underscores space150's burgeoning relationship with the food brand. They first started working together on the digital side and expanded the role based on the work the shop did for the launch of the Bon Appétit brand.
Then Schwan's decided to consolidate its accounts and without a review handed space150 responsibilities for overall brand strategy, creative, broadcast and digital advertising, media buying, social media, community management and content strategy. Schwan's previously worked with Haworth for media and BoomAgers for TV creative. Long-time agency HelloWorld will continue to manage loyalty and sweepstakes initiatives.