US Ad of the Day: New Red Baron promo chaffs the Netflix password sharing crackdown
Red Baron’s ‘Pizza sharing’ promotion was made in response to the end of password sharing on a certain streaming service.
Frozen pizza brand Red Baron has today dished out a cheesy promotion that pokes light fun at Netflix’s recent crackdown on password sharing. This crackdown, which officially rolled out last week, affects 40% of consumers in US internet households who share streaming accounts, per a 2022 study.
While the age of password sharing may be over, Red Baron pizza is encouraging ‘Pizza sharing’ amongst family and friends through a limited-time promotion that offers consumers a free Red Baron pizza coupon. The coupons, which went available today at 9 am at www.redbaronpizzasharing.com, sold out in a little over an hour.
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The promotion was accompanied by fake movie posters that spoofed several TV and film genres popular on streaming platforms, each with a pizza twist. For example, there were ‘Circles’ and ‘Triangles of Mystery,’ which seem eerily similar to shows like Ancient Aliens, and rom-coms like ‘Pizza my heart’ and ‘El Beso del Queso.’
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“We believe everything is better when enjoyed together and at Red Baron® pizza we’re all about gathering people at the table to share an easy, delicious meal,” said Maddie Essman, senior marketing manager at Schwan’s Company, said in a statement shared with The Drum. “We’re delighted that the Pizza Sharing campaign can help encourage consumers to enjoy togetherness and in-person connections that they have been missing for the past few years due to the pandemic.”
Creative agency TBWA\Chiat\Day LA led the effort.
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Agency: TBWA\Chiat\Day LA
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