Simple & sensible: Organic advantages in the advertising campaign on pizza boxes from Netto and PAYBACK

What are the specific advantages of pizza box advertising in supermarkets?

• Direct touchpoint in the household: brand presence in everyday life with reference to the shopping list (“Tomorrow we’ll cook again”).

• Curiosity through unexpected cooperation: Collaboration between supermarket and catering attracts attention.

• Spillover effect on the delivery service: the proximity of restaurants to Netto branches and the delivery suggestion of the campaign creates a beneficial connection to Netto's food delivery.

  
  

  The campaign to distribute pizza boxes was carried out using a top-down approach. Initially, distribution was carried out at city level, then the branches were coordinated specifically in regions with a high branch density in order to minimize wastage. Finally, pizzerias were selected according to criteria such as proximity to Netto branches, price level, customer diversity and ordering behavior.

  
  

  On average, a pizzeria in a metropolitan area can reach up to 20 branches. In large cities, this corresponds to an average of around 8 pizzerias per pizzeria.

  
  

  We also built yellow walls:

  
  
  

  Netto Payback advertising campaign Pizzeria

  

  Netto Payback advertising campaign Pizzeria

  

  Netto Payback advertising campaign Pizzeria

  

  Netto Payback advertising campaign Pizzeria

  

  Netto Payback advertising campaign Pizzeria

  

  Netto Payback advertising campaign Pizzeria