- Little Caesars Pizza reinvents its Instagram page into a pepperoni-themed art gallery to promote the rollout of a new menu item, according to a statement.
- The channel is taking advantage of the app’s grid layout for a one-day event on September 20. Little Caesar’s main page will post a series of purchasable posts showcasing items available on a first-come, first-served basis and all for $9.99 – the same price as Old World Fanceroni pepperoni pizza.
- Products range from framed oil paintings to a candelabrum outfitted with pepperoni-scented candles. The brand is using social commerce to build consumer affinity at a time when the tactic is struggling to grow in the United States.
Overview of the dive:
Little Caesars wants to position its Fanceroni Old World Pepperoni Pizza as a premium option available at an affordable price. To promote the menu addition, the chain is taking a traditionally high-end concept – the opening of an art gallery – and turning it into a buyable, limited-time event on Instagram. Activation is timed for National Pepperoni Pizza Day.
For years, the fast-food category has grappled with the idea of products for super fans who will happily express their affinity for their favorite brands. The drop in Little Caesars adds a sense of urgency by only operating for one day and having products available on a first-come, first-served basis at a relatively inexpensive price.
As far as what consumers can compete with, there are oil paintings that take inspiration from well-known masterpieces, like a riff on van Gogh’s “Starry Night,” replacing swirling stars with pepperoni slices. Another piece depicting a slice of Little Caesar was made by Noah Verrier, whose entire body of work frequently dives into fast food topics. Also on display are the candelabrum with scented candles, a cup-shaped chair, a drinks chest and a dazzled “purseroni”.
The pun-fueled effort comes as Instagram’s plans for social commerce are in flux. The tactic seemed like a surefire bet at the start of the pandemic, when people were spending more time browsing and shopping from home. But the COVID e-commerce boom has slowed significantly in recent months, while privacy changes implemented by Apple have made it harder to track and measure the success of campaigns on mobile devices. A recent report in The Information stated that Instagram would significantly reduce its commercial push focus more on advertising initiatives.
Little Caesars is in the midst of a bigger publicity blitz as it enters its first year as the official pizza sponsor of the NFL. New TV commercials Matthew Stafford, Los Angeles Rams quarterback. The company is also among the initial sponsors for Amazon’s “Thursday Night Football” streams, a bet to reach fans who are adopting more digital viewing habits and could welcome tactics like QR codes that can be scanned during broadcasts to order pizza and win prizes advantages.