Pretzel crust pizza2/20/2023 We created #UnlockPretzelCrust to tap into fanatics’ existing behaviors, driving buzz around the product, rewarding our advocates, and expanding fandom. Codes were found within minutes - one clue we were confident would last for weeks was cracked within 16 hours - and the fervor around #UnlockPretzelCrust brought more people into the fanatic fold. ![]() So, did it work? The response was insane. And once we saw that, we decided to go where few brands dare to go, and hid them there, too, inside a billion-pixel Pretzel Crust photo hunt. This was no easy task over the course of just three weeks.īut once fans knew these codes could be anywhere, suddenly they were talking about them everywhere - on their feeds and even deep within the threads on Reddit. Heck, we even hid them in the middle of nowhere. So we began by hiding secret codes across both the digital and real worlds - codes that would inevitably #UnlockPretzelCrust and awesome pretzel-themed prizes. So, to launch the return of Pretzel Crust, we created an influencer campaign of our own.īut instead of hiring dozens of influencers with thousands of followers to promote our pizza, we completely flipped that on its head, getting thousands of Pretzel Crust die-hards with dozens of followers to do it for us.Īnd by giving fans a chance to #UnlockPretzelCrust, along with unique pretzel-themed prizes, all before the pizza was even back, we knew they would talk about it, tweet about it, and obsess about it 24 hours a day, 7 days a week. We live in the age of the influencer, where every product launch is accompanied by overpaid D-listers shilling the latest “it” thing. And one fan even picketed outside the company headquarters (yes, really). Others started Facebook groups and online petitions. Some went as far as freezing pizzas to enjoy months later. And ever since it left our menu almost two years ago, Pretzel Crust fanatics have gone to great lengths to bring it back. No other pizza has developed as much of a cult-like following as Little Caesars’ Pretzel Crust. If we could do that and sell a bunch of Pretzel Crust pizzas along the way, then mission accomplished. We wanted to show people that Little Caesars is a company that listens, and they’re bringing back Pretzel Crust because fans are asking them to. The thing is, we had brought it back in the past, and it didn’t change the world. And ever since it left our menu, Pretzel Crust fanatics have gone to great lengths to bring it back. Of all the Little Caesars products, this one had the biggest cult following. ![]() With its creamy cheddar cheese sauce and salted soft pretzel crust, Little Caesars’ Pretzel Crust Pizza is certainly not for everyone - but those who like it freakin’ love it.
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