Charitable PR-Driven Campaign
Pizza vs. Pandemic
Think back to March 2020 when COVID was just beginning to define our lives. Front line care workers were caring for the sick around the clock. Businesses were closing down, threatening the livelihoods across the world.
The mom and pop pizzerias we support at Slice were nervous about their future.
But also took their designation as essential businesses as a call to support their communities.
We felt the same way.
Partnering with the charity Slice Out Hunger, we developed a program in just hours that would support both the frontline care workers and these small businesses.
Launched March 21st, we sought individual donations to safely coordinate large orders from pizzerias to hospitals, shelters, retirement homes, and more. We asked the owners and care workers alike to post the deliveries on social media.
The response was extraordinary.
Thousands of posts from thousands of deliveries helped build awareness. We pitched the press to help amplify. The Today Show took notice.
Additional press mentions quickly followed.
Corporate supporters also helped fund orders while spreading the word within their communities.
As the pandemic moved into a new phase, we’ve rebranded the program to focus on food insecurity. Pie It Forward continues today.
234K
people fed
$833
donations
1.3B
media
impressions
2.5K
care centers
46.5K
pizzas
10.2M
social
impressions
Creative Direction: Terrence Morash
Art Direction: Terrence Morash
Content: Ben Martin
Copy: Lauren Irwin
Social Media: Delaney Bedrosian
PR: Moxie, Original Communications