By Audrey Kemp | Junior reporter

August 23, 2023 | 4 min read

A new action-packed commercial for frozen pizza serves viewers a slice of the wild west.

When it comes to frozen pizza advertising, western film tropes might be the final frontier.

Today, Red Baron released ‘The Showdown: Fully Loaded,’ a new campaign set amid the rugged landscapes of the wild west to support the launch of the brand’s new Fully Loaded Hand Tossed Style Pizza, available in Ultimate Pepperoni, Meat Lovers and BBQ Chicken.

The hero spot presents a saloon scene in a dusty frontier town. It begins innocently enough, with patrons seated at the bar and tables and a player at the piano. However, a showdown begins between two rough-and-tumble miners over a Fully Loaded Hand Tossed Style Pizza. This quickly escalates into a full-blown saloon brawl, replete with a comically diverse cast of characters comprising wrestlers, pirates, Napoleon and even a Spartan army.

After audiences watch a 30-second “teaser” spot, shown below, they can click their TV remote or scan a QR code to lead them to the hero film.

According to Red Baron, this campaign marks “a total shift from anything the brand has done before.“ It is informed by internal consumer research, which found that one in three frozen pizza eaters say they enjoy entertaining friends at home. Many of them (34%) also identify as “movie buffs,” making them more likely to understand the film references within the creative.

The work was led by TBWA\Chiat\Day LA, the advertising agency behind a number of other Red Baron digital campaigns from the past year, including ‘Hometown Throwdown’ and ‘Pizza Sharing,’ which have started to shape how the brand behaves in digital and social spaces.

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“Red Baron pizza is a brand that is willing to push the boundaries of the pizza category and this work is proof of that,” said Martin Insua, creative director at TBWA\Chiat\Day LA. “The film was ambitious from the very beginning, so we worked closely with the director (Robert Llauro) and the production company (Landia) on every detail to make it happen.”

The digital campaign’s short-form and long-form content will run across streaming TV and social media platforms through November 2023.


Agency: TBWA\Chiat\Day LA

Production company: Landia

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Creative Creative Works TBWA\Chiat\Day

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