Two years is a long time to wait for pizza. Long enough, apparently, to radicalize a fanbase. When Little Caesars Pretzel Crust Pizza went off menus, its cult following didn't go quietly, they went to Twitter. Threats of bankruptcy. Boycotts. Vows to throw hands with their own kin over the last slice. The internet had spoken, and what it said was: bring it back, or else.
So we listened. We built a full-blown reality competition around the internet's most irrational pizza opinions, because if the fans were already speaking in reality-TV stakes, the least we could do was give them the show. Every unhinged tweet became a challenge. Every eliminated contestant got hit with cheddar cheese sauce instead of a distinguished torch.
The result: the first pizza brand to become entertainment news in its own right. Pretzel Crust went from menu item to media phenomenon, pulling in over 7MM YouTube views and keeping search volume hot far longer than any previous release. Organic communities ran nearly 50% above benchmark engagement, with north of 30MM mentions — proof that when you take your fans' unhinged devotion seriously, they'll go all in with you.
Watch the full episodes here.
Awards:
The D Show, Best of Branded Entertainment, Black
The D Show, Creative Use of Media, Silver
Drum Awards, Online Long Form Video, Finalist
Shorty Awards, Video, Winner Audience Honor
Lisbon Advertising Awards, Film, Shortlist
Communicator Awards, Film & Video, Food & Drink, Winner
Telly Awards, Social Commercial, Silver
Agency Credit: McKinney Durham
The D Show, Best of Branded Entertainment, Black
The D Show, Creative Use of Media, Silver
Drum Awards, Online Long Form Video, Finalist
Shorty Awards, Video, Winner Audience Honor
Lisbon Advertising Awards, Film, Shortlist
Communicator Awards, Film & Video, Food & Drink, Winner
Telly Awards, Social Commercial, Silver
Agency Credit: McKinney Durham