DiGiorno
About DiGiorno
The work made for DiGiorno runs to 1 verified project — mostly Campaign, Tiktok and Social.
Inside the DiGiorno network
The people, teams, and projects that make up the DiGiorno network
Featured project
DiGiorno Made us Do It
To distinguish itself from competitors like Domino’s and Pizza Hut, DiGiorno aimed to engage Generations Y and Z, its primary growth audiences. With the launch of DiGiorno’s Fully Stuffed Crust Pizza, the brand had a groundbreaking product innovation. Despite being outspent 10 to 1 by the 'Delivery Giants,' the goal was to drive sales and divert attention from the competition, adopting an entertainment-focused, non-salesy approach. Leveraging the power of music on TikTok, DiGiorno collaborated with creator Kyle Exum to co-create the debut single “DiGiorno Made Us Do It.” Building on this success, they later launched “Rise,” a cross-genre album celebrating DiGiorno’s Fully Stuffed Crust. The campaign delivered impressive results, including a 3.1%+ sales lift, the #1 ROAS for Food and Beverage on TikTok ($4.89), a 13% increase in new buyers' sales, and significant engagement metrics such as 216M impressions, 209M views, and a 11.5% ER (55% above benchmark). The success was further evident in a VTR 17% higher than the industry median benchmark, a CTR 20% above industry median, and notable improvements in brand awareness (3.6%) and consumer attitudes (6.8%) towards DiGiorno, showcasing the effectiveness in driving brand relevance and cultural connection.