food

Schwan's Rolls Out Hearth & Fire 'Craft' Frozen Pizza

 
Schwan’s Consumer Brands is adding a sixth frozen pizza brand to its portfolio with the launch of Hearth & Fire.

Touting a “craft-quality” crust available in four flavors, Hearth & Fire is rolling out in Kroger grocery stores in select markets.

The word “craft” is key to the messaging in two spots from the Sid Lee agency featuring a cooking influencer and cocktail mixologist as part of a campaign titled “Bring More To The Table.”

In this commercial, chef Tu David Phu heats a Hearth & Fire pizza while preparing a side dish for friends and family.

Cooking is “the best way to tell someone you love them,” Phu says.

Mixologist Elliot Clark shares his passion for the craft he has “devoted his life to": preparing cocktails.

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“It’s similar to what we all have experienced in the last couple of years by finding our own crafts,” Sid Lee chief creative officer Cam Levin tells Marketing Daily.

“People have taken up things like cocktail making and sour-dough baking. The idea is that you’re making yourself present in the moment.”

According to Levin, frozen craft pizza represents an innovation from the company that offers pizza under the brands Big Daddy’s, Freschetta, Red Baron, Tony’s and Villa Prima.

“A frozen pizza has a certain mindset, but it can be so much more elevated so you can bring more to the table. It breaks the expectations of what the category is.”

The initial target audience for the rollout is “a bit of a food-loving audience and at the younger end of the scale,” Levin adds.

Launch markets include Arizona, Colorado, Georgia, Illinois, Ohio, Oregon and Washington State.

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