We Are Social's PizzaExpress Leggera case study

we are social

We Are Social’s

Leggera launch campaign for

PizzaExpress

we are social

Task:

about the launch of the newPizzaExpress Leggera range

Encourage online word of mouth

we are social

We invited influential food and lifestylebloggers to a ‘Leggera Lunch’ event

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Bloggers had the chance tocreate their own Leggera pizzawith PizzaExpress’s head chef

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They also sampled the new menu

& met the PizzaExpress team

Post-event, all the gueststalked about the Leggera

The Leggera is a pizza with a hole in the middle filled with a tasty

green salad and each variety is only around 500 calories. Great news for

anyone watching their waistline.

thestylepaathome.com

yearoflivingfrugally.blogspot.com

What they said:

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Weight Watching? Love Pizza Express? The Leggara pizzas are yummy!

@frugaller

These pizzas are yummy, my weight watchers leader recommended them a few weeks ago … They are some of the same fabulous Pizza Express pizzas but with a hole in the middle filed with salad.

The new ‘Leggera’ pizza is apparently causing a bit of a stir as it’s got a hole in the middle that’s filled with salad, and is only 500 calories! Sounds good to me…

secretdiaryofabeautyaddict.blogspot.com

we are social

We then marked the month of September

‘Blogger Lunch Month’

We invited bloggers from across the UKto ‘tag’ fellow bloggers to invite them

to a ‘Leggera Lunch’ courtesy ofPizzaExpress

The bloggers posted about theirlunches, resulting in over60 online conversations

The wonderful thing about this Leggera menu is you don't even notice that it is the lighter option.

The Leggera is a lighter pizza with a hole in the

middle. The hole has salad in it. All for 500 calories.

Sounds good to me.

sandycalico.blogspot.com

kitchen-delights.blogspot.com

What they said:

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The idea behind the Leggera is to get the best of both worlds and save a few calories in the process.

thestylepa.com

The leggera pizza is rather lovely

mummydothat.blogspot.com

Result:

Over 1,000,000 peoplewere reached by the online

word of mouth generated aboutPizzaExpress’s Leggera range