The well known Latino Pizza Brand, Pizza Patron created a campaign that made many people disagree, saying that there were some racism involved but despite the opposing parties and the negative impact, Pizza Patron declared the promo a huge success.
The Promotion was simple. Order a pizza in Spanish, saying “Pizza Por Favor” and a free large pepperoni pizza is yours!
With over 80,000 pizzas given for free, in a breakdown of 50,000 pizzas given within 3 hours and 30,000 free pizza coupons, the brand Pizza Patron had definitely touched wider markets.
"Our plan was created to address a maximum of 30,000 pizzas, based on the capacity of our stores for any given three hour period," said Brand director Andrew Gamm. "However, we underestimated the crowds and many franchisees kept giving out free pizzas after the event hours. As supplies depleted, coupons were given to those still in line to come back another day and redeem for a free pizza."
But the promo wasn’t all about branding; it was also about the sales! Surprisingly, Pizza Patron reports that 25 percent of their 104 stores around 7 states exceeded the sales records before and during the event.
"The campaign achieved its goal of solidifying our unique position in the marketplace and strengthening our relationship with the Hispanic community," said Gamm. "We are very proud of our Latino brand focus and we remain unapologetic of our commitment to this community."
The Dallas based franchise company has proven many opposing media and public opinions with their campaign. It wasn’t offending at all to the consumers, it actually attracted them more.