Antonio’s Pizza By The Slice – New Location Promotion
Antonio’s Pizza first opened up in 1991 in Amherst to serve the vast amount of college students in what is known as the five college area. Fast forward 26 years later and the well known pizza shop just opened its eighth location in Newport. DDL Advertising has been working with Antonios for several years and although they have locations nationwide from Rhode Island to Texas, we were ready to tackle the task of spreading the word Antonios Pizza by the Slice opened its third location in Rhode Island.
We chose to include a marketing mix of traditional and new age approaches. Local town newspapers were an obvious choice. We focused primarily on South County publications that were subscription based. Ads ran in Narragansett Times, Newport This Week, East Bay papers and more. They also received feature stories as added value in a couple of the publications.
Radio was added using 92 Pro FM. We combined live read endorsements with PM DJ Davey Morris with 30 second produced spots to add reach and frequency. We even invited Davey to Antonios to try the food and experience what the brand was all about. Check out some of the pics and listen to the live read.
In addition to the live reads and recorded spots we also integrated a social media and community related promotion. Where Davey is asks listeners to submit each Friday on FB for a friend they want to help and feed a meal to from Antonio’s Pizza. The winner will receive a $100 gift card to Antonios.
Local CW affiliate was included as well with a gift card giveaway. This 2 week campaign generated 400 email addresses and provided a lot of exposure for a surprisingly cost effective investment.
Finally no campaign is complete with digital marketing. DDL team used social media to promote the location being open, its specials, now hiring and more. We chose to go with a brand awareness style advertising where we concentrated on reaching potential local customers. To achieve this, we A/B tested several audiences to exploit the most effective campaign. We created a slideshow of several different images which incorporated now hiring, specials and beauty shots of the new Newport, RI location. Since video out-performs static images most of the time, and had high-performing analytics in the past with this type of creative, we continued using this.
In addition to this branding campaign DDL recently launched their new website AntoniosPizza.com. The DDL team typically handles all aspects of marketing such as design and PR. There are plans to switch over to a overall brand awareness campaign using local cable for Q4.