Red Baron has launched the Fully Loaded Hand Tossed Style Pizza. So TBWA\Chiat\Day La has given it a fully-loaded commercial. The 1.45 spot starts off as a classic western duel scene but goes waaaaay over the top for fun.
The idea begins with a 30-second “teaser,” that encouraged audiences to click their TV remote or scan a QR code to view the Fully Loaded film. Once opting in, the film dials the energy and excitement up to 11 as we see wrestlers, pirates, Napoleon and even an entire Spartan army joining in on the mayhem to deliver a Fully Loaded Showdown with as much pizza as there is action.
The Showdown: Fully Loaded is a total shift from anything the brand has done before and doubles down on the notion of Share Something Awesome, the overarching platform which reinforces the idea that pizza is a social meal that brings people together.
To develop the campaign, the makers of Red Baron pizza tapped into insights on consumer behaviours around how, where and when they reach for a Red Baron pizza.
One in three frozen-pizza eaters say they enjoy entertaining friends at home (33%), and 34% say they’re movie buffs, who love watching movies who may have cinematographic memories about favourite scenes, quotes and more. So the campaign connects with this audience through a Fully Loaded version of a classic cinematic trope they’re sure to recognise.
The digital campaign includes the short-form & long-form hero film for digital video, CTV and social media platforms, and will run through November 2023.
The Showdown: Fully Loaded is the latest among a list of recent digital campaigns that Red Baron & TBWA\Chiat\Day LA have produced to reach this new target audience. Over the last year, they’ve created work that pushes the boundaries of the product category and starts to shape how the brand talks and acts in digital & social spaces, with ideas like “Hometown Throwdown”, that encouraged Tik Tok users to comment which toppings they’d put on a Red Baron pizza to make it representative of their hometown for a chance to win free pizza for a year, and “Pizza Sharing:
Credits:
Client: Red Baron
VP, Marketing Consumer Brands: Federico Arreola Carrazco
Senior Director of Brand Marketing, Pizza: Roger Galloway
Senior Marketing Manager: Maddie Essman
Associate Marketing Managers: Meredith Saari & David Shin
Creative Agency: TBWA\Chiat\Day LA
Chief Creative Officer: Renato Fernandez
Design Team: Bruno Regalo, Anh-Thu Le, Thiago Matsunaga, Gabriel Menezes & Monica Gelbecke
Associate Production Director: Alessandra Horn
Executive Creative Director: Kirsten Rutherford
Group Creative Director: Martin Insua
Senior Art Director: Ben Shaffery
Senior Copywriter: Vidur Raswant
Executive Producer: Kim-Lara King
Producer: Danny Arnone
Business Affairs Manager: Candace Mooty
Associate Traffic Manager: Le-Anne Noble
Strategists: Corey Kindberg, Blair Paley, Fars Woldai & Julia Lucey
Connections Team: Albert Kim & Monica Glosson
Account Maangement: Jacqueline Redmond, Andy Haumersen & Karen Falk
Associate Director, PR & Communications: Autumn Drummond
Director: Robert Llauró
Production Company: LANDIA
Editing: Matt Berardi @ Cartel
VFX: Globetrotter
Music: Pickle Music
Sound Design & Mix: Porta
V/o Recording: Lime
Colour: Siggy Ferstl @ CO3
Media Agency: MediaHub
