As the country prepped for Super Bowl Sunday, DiGiorno Pizza coached consumers on how to properly pre-game before the Big Game in its campaign, “PreGiorno.” Consisting of several videos and a social media push, the campaign aims to “remind [party planners] of the crucial role that pizza plays on game day,” according to a DiGiorno Pizza press release. Chicago-based Alternative/Dance band, The Ivorys, keeps the party vibes of the spots high with the song, “Can’t Stop.”
Working with Jessie at Music Dealers and DiGiorno on this campaign was a tremendous opportunity, and 'Can't Stop' making the iTunes Hot Tracks charts alongside Mark Ronson's "Uptown Funk" was huge for us. Not to mention, the social media buzz got us even more exposure and opportunities. Can't thank Music Dealers enough!Brendan Peleo-Lazar
High Energy Sync
According to a study by DiGiorno, 93% of nearly 40,000 pizza-related tweets during Super Bowl ’14 focused on excessive delivery wait times, leading the brand to its “PreGiorno” campaign. Developed by marketing agency FCB Chicago, the videos showcase the importance of proper pizza planning before the kickoff. The client needed a song that could match the high energy of the portrayed Super Bowl party.
The client submitted its brief for the “PreGiorno” spots, including “Outtakes.” Music Dealers Creative Director Jessie LaBelle curated a playlist of songs from the MD catalog, which included “Can’t Stop” by The Ivorys. The song perfectly fit the DiGiorno brand and the Super Bowl spot.
iTunes Hot Tracks
The “PreGiorno” campaign ran for several weeks leading up to and following the Super Bowl, garnering huge interaction on Twitter and thousands of views on YouTube. After the sync, “Can’t Stop” jumped to the iTunes Hot Tracks chart beside Mark Ronson's “Uptown Funk” featuring Bruno Mars.