• by Danielle Oster , July 26, 2024

Frozen pizza brand DiGiorno has been highlighting its distinction from delivery chains with its tagline “It’s not delivery, it’s DiGiorno” for over 25 years.

In a new campaign -- developed in collaboration with “Deadpool and Wolverine,” which debuts in theaters July 26 and Amazon -- things become a little more complicated. 

The cross-promotional campaign -- themed around Marvel Studios sequel to “Deadpool” starring Ryan Reynolds and Hugh Jackman -- has tweaked the message to reflect the new promotion: “It’s Not Delivery, It’s DiGiorno…Delivery.”

Through a partnership with Amazon's delivery service Amazon Fresh, fans of the film and/or frozen pizza brand can order limited-edition “Deadpool & Wolverine” branded DiGiorno pizza varieties including the “Maximum Pep” (pepperoni), “Spicy Wolvie” (which adds chorizo and bacon), chimichanga-inspired “Chimi Pie,” and a “Wade Special” featuring pineapple and black olive.

To avoid any confusion and indicate the pies are delivered already cooked, the promo includes the playful message “We do not deliver pizza. We deliver the perfect night in. Which is centered around Pizza. You get it.”

Fans can also purchase a series of limited “Deadpool & Wolverine” merchandise as part of the promotion.

Available merchandise items are packaged around theme-night bundles curated by Amazon that combine merchandise for the movie with other Amazon items: “KIck Back,” “Date Night,” “Backyard Fiesta” and “Game Night.” 

For example, "Date Night" includes options to buy the official soundtrack on vinyl and an Amazon Basics portable turntable, while the “Game Night” one includes “Deadpool” playing cards, a “Deadpool & Wolverine best buds” t-shirt, and Deadpool coffee mug.

Other movie merchandise includes a bluetooth speaker, sweatshirt, tank top, button-down shirt, throw blanket, and pillow.

To promote the offering, DiGiorno is running a campaign across TV, digital, and social media. One campaign ad features Deadpool getting DiGiorno delivered by an Amazon employee, who wants to know if Wolverine is there, too.

In a statement, DiGiorno Senior Brand Manager Kimberly Holowiak called the collaborative release with Marvel Studios the brand's “most chaotic pies yet.”

For its “Chaotic Good” promotional sweepstakes, the Grand Prize is a trip to Los Angeles with accommodations at a Hollywood Hills private luxury rental house and the experience of sampling the brand's limited-edition Deadpool & Wolverine pizzas along with a screening of the film at the rental, a tour of the Sunset Strip and guided hike to the iconic “Hollywood” sign and an opportunity to attend a stunt masterclass and sporting event in the area.

The grand prize winner will also receive coupons for 52 free DiGiorno pizzas; along with five pool floats and an LED party speaker from the rental house. Entries for the contest run through August 26, with the brand allowing for additional entries (up to five) for each uploaded DiGiorno receipt.