When Kraft came up with the idea for DiGiorno Ultimate Pizza, it wanted to get the product in freezer cases as soon as possible.
And it did. In a little over three months' time, the pizza was made available to 12 Midwestern markets. Kraft, along with Weber Shandwick, devised a PR effort that included Kraft's first-ever pop-up store, a celebrity spokesman, and media outreach.
IDEA: To help tout the claim that DiGiorno Ultimate carries an authentic pizzeria taste, they launched a pop-up ...