Little Caesars TikTok Activation

Through social listening, our team found that the online sentiment was over 60% negative about Little Caesars pizza products. That was a problem, impacting the perception of the brand as a whole. In particular there were far too many creators with large audiences who were panning the product. We needed a way to change the conversation around the quality of the pizza.

The reality was when you put Little Caesars pizza into testing against brands like Dominos and Pizza Hut, Little Caesars’ products stood its ground. We wanted to find a way to drive positive conversation online about product quality.

Our strategic insight was rooted in the idea that boldly taking ownership over the hate in our own social channels could shift the narrative. If Beyonce had haters, of course Little Caesars did too. Nothing would change by acting like we didn’t hear it.

So we combed through the comments and found three creators who were absolute haters. Instead of begging them to try us again, we brought them to a 10’ bonfire in the middle of the woods and cooked them a pizza over the ashes of their hate comments. In true TikTok fashion, we invited Disaster Girl to be the host. The activation got 58MM views, helped the brand gain 17k new followers and upped quality perceptions 106% from the two-week period the year prior.