Red Baron Pizza Goes from the Freezer to the Wild West for Epic Showdown

From the freezer to the frontier, Red Baron pizza is a moment-maker, serving up a slice of the Wild West in the all-new campaign, 'The Showdown: Fully Loaded.'  

To support the launch of Red Baron pizza’s newest innovation, Fully Loaded Hand Tossed Style Pizza, the brand has launched a western film with a fully loaded twist. 

Red Baron Fully Loaded Hand Tossed Style Pizza offers consumers a unique golden-brown crust that's crispy on the outside and airy on the inside. This latest offering from Schwan's Company, part of CJCJ Food, Americas, comes in three crowd favourite flavours: Ultimate Pepperoni, Meat Lovers, and BBQ Chicken.

The hero spot draws inspiration from a classic western duel scene and gives it the 'Fully Loaded' treatment, making it as over the top and action-packed as the brand’s latest innovative product. 

After watching a 30 second 'teaser,' audiences are encouraged to click their TV remote or scan a QR code to view the film 'Fully Loaded.' Once opting in, the film dials the energy and excitement up to 11 as we see wrestlers, pirates, Napoleon and even an entire Spartan army joining in on the mayhem to deliver a Fully Loaded Showdown with as much pizza as there is action. 

'The Showdown: Fully Loaded' is a total shift from anything the brand has done before and doubles down on the notion of 'Share Something Awesome,' the overarching platform which reinforces the idea that pizza is a social meal that brings people together.

When developing this campaign, the makers of Red Baron pizza tapped into insights on consumer behaviours around how, where and when they reach for a Red Baron pizza.

One in three frozen-pizza eaters say they enjoy entertaining friends at home (140i, 33%), and within their media lifestyle segmentations, they over index for being 'movie buffs' (34%, 162i), who love watching movies and just may have cinematographic memories about favourite scenes, quotes and more. 

Stemming from this insight, the campaign finds a way to connect with this audience through a 'Fully Loaded' version of a classic cinematic trope they’re sure to recognise. 

Created in collaboration with advertising agency TBWA\Chiat\Day LA, the digital campaign includes short-form and long-form content for digital video, CTV and social media platforms, including the hero film, and will run through November 2023. 

'The Showdown: Fully Loaded' is the latest among a list of recent digital campaigns the brand and TBWA\Chiat\Day LA have produced with the aim of reaching this new target audience. Over the last year, they’ve created work that pushes the boundaries of the product category with ideas like 'Hometown Throwdown' and 'Pizza Sharing,' which have started to shape how the brand talks and acts in digital/social spaces.

Martin Insua, creative director at TBWA\Chiat\Day LA said, “Red Baron pizza is a brand that is willing to push the boundaries of the pizza category. And this work is proof of that. 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.”

Ben Shaffery, senior art director at TBWA\Chiat\Day LA said, “Watching a movie and eating pizza go hand in hand for our target market, so we used this space to create something that felt unique for the product and relevant to our audience.”