A day of dough-licious celebrations…

Pizza – a universally-loved tomato-based, cheese-loaded flatbread, generously gifted to us by the Italians of Naples many centuries ago. Needless to say it’s a dish that has taken the world by storm, and is now one of the most globally-recognisable meals. As if the fresh and tangy tomato, and bubbly, ooze of mozzarella weren’t enough, pizza has managed to hold its place in the global spotlight, both thanks to hugely successful chains such as Dominos and Pizza Hut, and through heated debates, such as that time-old controversy – does pineapple belong on pizza?

Thin and crispy, or deep dish devotee?

Not only is the traditional stone-baked, thin and crispy pizza adored globally, but other variations have captured our imaginations, from Chicago’s deep dish pizzas, to modern gluten-free bases, tomato-less white sauce pizzas, and all varieties of stuffed-crust, including those stuffed with hot dogs and even cheeseburgers, thanks to Pizza Hut and Dominos of course. 

Of origins unknown…

It’s no surprise, that we’ve all jumped on board this doughy sensation in order to celebrate National Pizza Day on the 9^th February every year. Perhaps surprisingly, its status as an official awareness day was only consolidated in 2018. Unlike other popular food awareness days that have unique and interesting stories behind their founding, it’s actually not known how National Pizza Day came about, and this has never been questioned. Thanks to the commercial appeal of such celebration days, nowadays it’s rarer to find a food that doesn’t have its own unique day of appreciation.

Hitting the Headlines

KFC were quick to jump on the Pizza Day stunt-wagon, collaborating with Pizza Hut to create the slightly unnerving ‘Gravy Supreme’. This fried chicken pizza boasted a cheesy bites base, topped with KFC gravy, popcorn chicken, sweetcorn, mozzarella and garlic sprinkles. Whether it sounds like heaven or hell, this PR stunt certainly got people talking, with even those repulsed by the idea, curious to try this novel creation. Here we have a prime example of how, often, getting people talking can be just as, if not more effective than producing supreme-quality food.

On a similar note, Mulberry Street Pizza in London served up giant 12-inch ‘bagelizzas’ to celebrate the occasion, complete with brisket, pastrami, sauerkraut, cheese and Russian dressing – but that wasn’t the end of their campaign. These mega bagel-pizza hybrids would be offered free, on a limited first-come-first-serve basis, to those ordering in-store or via Deliveroo, and who could say no to a freebie?

Other National Pizza Day offers and campaigns have included:·      

• Free sharing plates of dough balls for every two pizzas ordered at Pizza Express
• National Pizza Day party at Street Feast – Hawker House, London
• Foodism UK offering 30% off at various venues including Prezzo, Crust Bros and Papa John’s

Takeaway

Ok, so sadly we’re not talking pizza takeaway this time, but rather what you can take from the activity mentioned above. The KFC-Pizza Hut campaign highlights perfectly how well collaborations can work on key marketing days, allowing multiple businesses to take advantage of a broader, shared audience. So whether you’re offering specials, discounts or freebies, teaming up can be a great marketing tool. 

As always, get those social media channels flowing with unique content, generate discussion, and above all… eat pizza!

Written by Mary Dulwich