This summer, Tony’s Pizza is connecting to families in the Midwest through its Behold the Power of the Square five-city tour that is bringing parents and kids fun carnival-style games to promote the brand’s new square-shaped pizza. The tour kicked off on June 8 in Memphis, TN, and wraps up in Omaha, NE, June 30. It’s visiting local grocery stores, farmers’ markets and high-traffic areas. At each stop families are treated to two games: Roll the Pepperoni Dice and Square Pizza Box Toss. To catch people’s attention, brand ambassadors (a.k.a Masters of Fun) drive up in a bright yellow, branded Nissan Cube, which also serves as the backdrop for the event.
“We wanted to bring the new Tony’s square shape pizza and Always Giving You More message to consumers in a creative way. We decided the best way to interact with them was to take it on the road and reach consumers where they shop, eat, live and play,” Kelly Hilgert Spronk, brand manager at Schwan’s Consumer Brands, which owns Tony’s Pizza, told Buzz. “We have tried to highlight our square shape messaging throughout the tour experience, from the square (Cube) vehicle to the square coupon and square-focused interactive games.”
Tony’s Pizza is also giving consumers a chance to win a Nissan Cube with the nationwide Score the Square contest on Facebook, which they can sign up for on-site through a QR code on the Nissan Cube or on branded iPads. Agencies: bcX—Brand Connections Experiential, New York City; Cannonball, St. Louis, MO.