merit
Newman’s Own approached us as a partner for a summer 2024 sampling activation for its Thin & Crispy Crust, Stone-Fired Crust, and Sourdough Crust pizzas. The brand’s plan was to tour 10 cities across the country. However we knew if they wanted to reach a new, younger audience, they would need to do something different.
So we created the Newman’s Own “Pay What You Want Pizza Truck”. Where people were allowed to choose their own price for a slice of pizza knowing that 100% of their contribution would go to help kids facing adversity. While our consumers enjoyed pizza at any price they wanted, we were secretly keeping track of how generous their contributions were to create the Newman’s Own Generosity Index.
Our objective was to raise awareness for Newman’s Own Pizza among a younger generation of consumers. The “Pay What You Want Pizza Truck” was conceived as a way to create an earned media moment for the brand.
Guests didn’t know that while they chowed down we were keeping track of contributions and building an aggregate index of generosity based on geography, sports, fandoms and more. We analyzed the data to extract culturally relevant learning and then seeding those learnings via digital, social, OOH and earned media.
The Newman’s Own generosity index revealed that Los Angeles was the most magnanimous city of the 10 we visited. These pizza lovers were willing to pay $5.54 on average, nearly three times as much as New Yorkers—the lowest on the list—who shelled out $1.93 for a slice. Lest you should think the West Coast is more generous as a whole, Silicon Valley ($2.07) was also relatively thrifty. Staten Island ($3.38) was New York’s most generous borough by far, and Yankees’ fans ($2.46) were found to be 65% more generous than Red Sox fans ($1.49).
The campaign only launched September 10th, 2024 so full campaign performance is not available yet.
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