Dive Brief:
- DiGiorno has launched the Pizza Rescue Program to incentivize consumers who have received delivery or carry-out pies that were damaged in transit to buy a frozen pizza from the brand, per a press release.
- Consumers can upload an image of their takeout pie to a microsite and the Nestlé brand will use artificial intelligence (AI) to determine the level of damage, which corresponds to the value of a digital coupon.
- The effort runs from March 14, also known as Pi Day, through April 11, and sees the frozen pizza brand coming to the aid of consumers in a way that has driven loyalty for its QSR-based competitors.
Dive Insight:
DiGiorno's Pizza Rescue Program looks to engage with consumers who have been burnt by pizza delivery (or carry-out) by utilizing mobile, AI-enabled technology that turns mishaps into digital coupons. Consumers who upload a photo of their pizza via a microsite will receive a coupon that corresponds to damage level: up to 30% damaged is good for $1 off, up to 60% for $1.50 and up to 100% for $2.
"Many of us have experienced the frustration of getting a pizza delivered or picking one up for carry-out and transporting it home to only open it up to find it damaged. We want to relieve that disappointment by offering discounts to consumers in hopes we can make their pizza nights less stressful and more delicious," said Kimberly Holowiak, senior brand manager for DiGiorno, in the press release.
Ameliorating the frustration of a ruined dinner with free or discounted pizza is a theme at the center of "Emergency Pizza," a series of promotions by QSR pizza chain Domino's that bolstered its relaunched loyalty program and strengthened U.S. same-store sales in Q4 2023. DiGiorno's Pizza Rescue Program uses a similar insight to drive mobile engagement and retail sales.
The effort's use of AI to assess damaged pizza demonstrates another way that brands are adopting the technology as buzz around generative AI continues to grow. Burger King in Brazil last year launched a “Hangover Whopper” campaign that used a similar AI application to turn photos of hangovers into delivery coupons.
