National Pizza Week 2007

Theme

Make it a Pizza Weekend - Go on, Indulge Yourself

Objective

To increase awareness of pizza as a mealtime favourite by focusing on the perceived 'indulge yourself' factor that already drives sales at weekends.

Pizza Weekend

16th-18th November 2007

Promotion Period

Mid-October to end of November (retailers can choose their own promotion period within this)

POS Activity

Retail - On-pack sticker offer, possibly linked to drink offer.
Restaurant - Leaflets, posters (A2) and table tent cards, possibly linked to drink offer..
Delivery - Leaflets and posters (A2), possibly linked to drink offer.

Media

We propose to launch a campaign - Make Friday Pizza Day -  through the media and ask consumers to support it by signing up to an on-line survey.

The second strand of publicity will be to launch an auction for the 'World’s Most Indulgent Pizza' which will be sold over eBay. The auction deadline will be Friday 16th November.

Press support will also be given to participating retailers through linking them into local media competitions wherever possible. Those involved will be asked to provide prizes - such as a meal out for two - as part of competitions. The competitions will aim to keep to the theme of indulgence and where possible will promote the participating retailer/restaurant's most indulgent pizza.

Press publicity will, wherever possible, be directed to retailers rather than the Association.

Sponsorship

The aim will be to cover as much of the costs as possible through third-party sponsorships (e.g. drinks companies) and to provide POS etc. to member retailers free of charge.

This may be achieved by a direct sponsorship fee or by charging a cost per pizza to the sponsor via stickers.

Non members wanting to take part will be charged for promotion packs.

Indulgent Pizza Competition

The industry will be invited to come up with recipes for the World’s Most Indulgent Pizza in September via Pizza & Pasta Magazine. A panel of industry judges will be invited to select the top three entries to go on sale via ebay from 1st November. Those selected will be announced at the Awards dinner that night. All monies raised through the auction will go to charity.