• by Tanya Gazdik , July 20, 2025

Nestlé food brand Vital Pursuit is using guerrilla marketing to engage with potential customers of what it is calling the first and only GLP-1-friendly pizza. 

GLP-1 medications are known for suppressing hunger, but they can also suppress the joy of eating, according to the company. When on a GLP-1 medication, it can be hard to decide what to eat, especially when it needs to be healthy, the right portions, and tasty – often making meals unsatisfying. 

Vital Pursuit worked with VML to launch “GLP-1ZZA," a pizza delivery service giving consumers free pizza in the legendary pizza market of Detroit. 

It is the first and only frozen food brand designed for GLP-1 users -- offering meals that are high in protein, a good source of fiber, contain essential nutrients, and are portion-aligned, says Kristen Stoehr, RDN and Vital Pursuit senior brand manager.

Earlier this month, Detroiters saw ads encouraging them to try the free pizza. They were invited to call the Vital Pursuit Delivery Service to order the pizza. The Vital Pursuit team delivered a specially designed box that includes two high-protein and thoughtfully portioned frozen pizzas: Max Pro Cheese Lovers and Cauliflower Crust Pepperoni.

The geotargeted campaign ran on Meta with out-of-home throughout Detroit, and social media and influencer content to spread the word about this classic pizza experience, recoded for the Ozempic era.

“Detroiters were so excited to try Vital Pursuit pizza — the hotline was ringing off the hook,” Stoehr tells Marketing Daily. “In only 72 hours we had three drivers, and a crew of six to package up and deliver hundreds of free Vital Pursuit GLP-1 pizzas. During our three-day activation, we traveled approximately 1,000 miles across 19 zip codes.”

While the focus was on pizza with this campaign, Vital Pursuit has a full selection of offerings that are designed as a mealtime ally for GLP-1 weight loss medication users, Stoehr says. 

“With the great reception in Detroit, we may pop up elsewhere,” she says. “At Vital Pursuit, we’ll continue to find unique, engaging ways to reach those pursuing weight management with the support of weight loss medications in the future.”

J.P. Morgan predicts that nearly 10% of the U.S. population will use GLP-1 medications by 2030, meaning the approach to weight management in the U.S. is starting to shift. 

Vital Pursuit is relatively new-to-market, having debuted in September 2024.

“For the 55% of adults expressing interest in weight loss medications, many are still learning there’s a delicious, high-protein mealtime ally for them out there,” Stoehr says. “Word-of-mouth and positive reception from everyday consumers, RDs and influencers has directly contributed to driving Vital Pursuit brand awareness and as a result, more trial and repeat purchases.”