Successfully launching Lewis Capaldi’s Big Sexy Pizza brand by blending his humour with a premium feel. By leveraging Capaldi's personality and tailoring content to his fan base, Big Sexy Pizza became a hot topic across social media.
Launching a new brand with a strong personality is no small feat. When a chart-topping musician decided to venture into the frozen food market, we were tasked with capturing a tone that was as unique and humorous as Lewis Capaldi himself. A standout strategy that aligned with Capaldi’s brand and, most importantly, made people crave pizza was key. To ensure the brand's success, it was crucial to create a blend of organic, polished, and relatable content that resonated deeply with the prospective Big Sexy Pizza audience.
Memes, Humour and a Slice of Success.
To launc Big Sexy Pizza, we had to think outside the box - quite literally. We worked closely with Universal Music to develop a launch strategy that not only introduced Big Sexy Pizza to the market but also did so in a way that resonated with Lewis Capaldi’s fanbase and the broader audience.
Understanding Lewis Capaldi’s personality and his strong connection with his audience was key. We crafted a content strategy that captured his distinct sense of humour, ensuring that the brand’s social media presence was as entertaining as it was appetising. On Instagram, we rolled out visually striking and unique meme assets that were specifically designed to catch the eye and engage the audience. This approach was highly effective, resulting in over 6000 organic followers in just over six weeks - demonstrating that the target audience was not just intrigued but excited about Big Sexy Pizza.
On TikTok, we harnessed the platform’s native trends and Lewis’s humorous persona to create content that was engaging and highly shareable. The result was a series of posts that quickly gained traction, with the best-performing post reaching over 140,000 organic views. This success on TikTok mirrored our results on Instagram, further solidifying Big Sexy Pizza’s presence in the social media landscape.
Our innovative approach ensured that Big Sexy Pizza became a hot topic on social media, generating buzz and excitement around the brand. By blending top-tier memes, humour, and a deep understanding of the target audience, we not only launched a new product but also established a strong foundation for its ongoing success in the frozen food industry.