In order to reach as many people as possible with the campaign, our digital PR team asked itself which dish tastes good to almost everyone and thus provides a good basis for a campaign. It quickly became clear that pizza is the international go-to food that just about everyone can identify with.
But how do you get journalists and readers to see added value in the campaign so that they spread it and share it with other people? The answer is both simple and ingenious: new information that readers have not heard before. And this can be generated by a study that has not been done before in this form either. For this reason, the Digital PR team conducted a survey on the topic of pizza, which was intended to clarify important questions, such as the polarizing issue of pineapple on a pizza.
The results and data were then analyzed to make statements regarding regions and pizza consumption and presented on a landing page.
After the pizza campaign was published, HelloFresh’s meal box directory saw a visibility increase of over 100%. The ranking number of organic keywords also increased sharply after the official launch of the campaign. The campaign ended up generating over 100 clippings, 74 backlinks, 12 social media shares, as well as a TV feature on RTL and a radio feature on OE3.
TV feature on RTL Germany
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