DiGiorno gives frozen pizza the anthem it sorely needed

DiGiorno has released a song about pizza.

If there’s one thing frozen pizza has been missing all these years, it’s a catchy tune to listen to while you eat it.

Enter DiGiorno, the frozen pizza brand that boasts a rising crust and didn’t mean to make light of domestic violence when jumping on the hashtag bandwagon that one time. DiGiorno has released a so-called pizza anthem – which is even prominently featured on its website as Our Song. (I hope they checked with Taylor Swift first.)

As at least one other industry publication observed, it’s no drone or reindeer delivery, but the tune, Rise to the Occasion, is actually pretty good. And that’s likely why it racked up nearly 1.3 million views on YouTube alone in its first day.

Calling it “an electric new song” that includes “top personalities from music, sports and social media,” such as pro linebacker – and new Old Spice Guy -- Von Miller, as well as rapper and DJ Redfoo, pop and R&B singer Devvon Terrell, singer Diamond White, singer and songwriter Madilyn Bailey, “noise maker” Marcus Perez, and musician O-Fresh, it “pushes digital content boundaries” in a “one-of-a-kind experience for the brand” that “is guaranteed to liven up any party,” a rep wrote in an email.

The rep also said the timing coincides with the NFL playoffs because “game day is one of the most celebrated occasions of the year for pizza lovers," and – pun surely intended – DiGiorno’s Rise to the Occasion “is taking those gridiron moments that matter to the next level.”

The video is also available on SoundCloud and Spotify. Pizza parties will never be the same.

In a similar vein, packaged food brand Hamburger Helper released a surprisingly good April Fools’ album, Watch the Stove, in 2016.

DiGiorno worked with ad agency DonerLA and creative agency The Reach Agency on this particular effort.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.