Atlanta-based pizza chain Mellow Mushroom is launching its largest digital campaign to date.
The “Art of Mellow” brand campaign designed by Fitzco promotes the chain’s new online delivery system by allowing customers to opt-in to enter a sweepstakes to win a piece of signature art commissioned exclusively for the Art of Mellow campaign. More than a dozen contemporary artists are participating.
Visual arts are ingrained in the chain’s culture. Nearly all restaurants are locally owned and operated and all Mellow Mushroom locations feature artwork by local artists. Old school fans of postcards can also submit entries through the USPS.
The art prizes are randomly awarded, and participants can enter up to 12 times during the sweepstakes period.
Each entry also receives a digital gift specifically designed for Zoom backgrounds, Instagram and Snapchat filters, and wallpapers. Each entrant is also entered into a sweepstakes to win merchandise like including t-shirts, pullovers, stickers, coasters, limited edition prints, and other wearable and displayable art.
Mellow will drive engagement for the program across social and digital outlets, including Pinterest, YouTube, Facebook and Instagram, as well as through programmatic display and search. The target audience includes enthusiasts of visual arts, food and drink and culture.
In addition, video and static concepts will feature original art from the campaign alongside Mellow’s signature pizzas. Agency Levelwing is involved with the effort--providing digital media support and tracking analytics.
This work wasn’t the original pitch when the pizza company first met with Fitzco in February to develop messaging. “That original campaign idea is sitting on the shelf,” jokes Anne Mejia, Vice President Brand Development, Mellow Mushroom. In the interim, the agency created a campaign “It’s A Good Day To Mellow” under the tagline “Curbside or Couchside Mellow is always by your side” to showcase the brand’s “adaptability throughout the changing days and weeks of shutdown,” she adds.
The company ran “It’s a Good Day To Mellow” throughout the spring and summer while the Art of Mellow campaign was being developed.
Starting October 26, ads will run in market until the first week of January 2021. The sweepstakes closes January 3.