Marco’s Pizza is the fastest growing pizza chain in the nation, but a lack of consistent marketing support was keeping awareness low and sales flat. Northlich entered the picture to support Marco’s launch of their Spicy Fresco Pizza LTO, and put together an epic blitz of advertising, PR and media to make the promotional period one of the best in the company’s history.
Marco’s Spicy Fresco pizza features
old world pepperoni, four signature cheeses,
and most importantly, authentic Italian giardiniera,
a unique topping combination that was poised to tempt taste buds from Toledo to Tampa.
As the promotion got underway, a targeted mix of broadcast TV and radio drove awareness, while aggressive couponing gave potential customers an incentive to change up their pizza routine. But to kick the promotion up a notch Northlich picked a key date to turn up the heat.
& Spicy Day
August 19, 2014
A natural fit for the promotion, Marco’s started this historic day off by giving customers a free “Slice of Spice” as part of a nationwide sampling event. Customers were invited to stop by any participating Marco’s Pizza August 19 between 11 a.m. to 2 p.m. to receive a free slice of Marco’s new Spicy Fresco Three Cheese or Spicy Double Pepperoni Fresco pizza.
Pivoting off of this enticing promotion, Northlich media and PR teams got local broadcast affiliates across the country to cover the event as part of their cooking and business segments. Some local franchisees were even able to cook a Spicy Fresco Pizza live on-air and showcase the extra kick of spice and sophistication that Giardiniera brings to the pizza.
During the promotional period,
Marco’s set sales records
in both order volume and ticket margin.
Same-store sales were
up an average of 3.9%
versus the prior year.
Over the course of the 12-week promotion,
thousands of spicy fresco pizzas were sold
across the company’s footprint,
and best of all,
awareness numbers ticked upward,
resulting in a continued lift going into Q4.