We were tasked with developing a multi-faceted PR campaign to support Stonehouse Pizza & Carvery with the launch of their new Pizza Parties. The campaign was required to target parents and incorporate the call to action to book pizza parties with Stonehouse.
We created a campaign centred around a promotional video for use on Stonehouse owned channels, targeted blogger reviews and a co-ordinated regional media sell in.
For the promotional video, we recreated a pizza party with a group of children who came together to make a special rainbow pizza. The purpose of the video was to showcase the full party experience, highlighting the fun way to create food, fresh ingredients, party activities and assistance of a dedicated Stonehouse party host
To generate a newsworthy media story, we conducted a poll of parents across the UK to find out about their biggest children’s birthday party bugbears. The results of the survey revealed that parents didn’t like dealing with the stress and mess associated with organising a children’s party and clearly showed that they sought a less stressful experience at a wallet friendly price. We regionalised the results to create a series of targeted local releases, securing coverage across various titles.
To run alongside these activities, we also engaged with our influencer network, and worked with parenting bloggers to secure reviews of the parties. This resulted in excellent review feedback from the influencers and even direct follow up party bookings.
We achieved extensive regional press coverage with articles appearing in titles such as Worcester News and the Hereford Times. On top of this, we secured coverage from various parenting bloggers across their blogs and social channels, which generated lots of positive comments from parents eager to try a pizza party for their children.
In total, the story reached approximately 3 million people across 25 pieces of coverage in regional media and blogs.