Getting a Slice of the Customized Pizza Box Market

About Project

With over 70,000 pizza restaurants in the United States, Pratt, the direct-to-business custom packaging division of one of the world's largest corrugated packaging companies, saw a huge opportunity to increase market share. They tapped Marsden Marketing to develop an integrated marketing campaign designed to quickly achieve this goal.

Starting with buyer persona research to determine the best time and channels to reach this audience, Marsden Marketing designed an eight-week integrated marketing campaign capitalizing on Black Friday. Not only are the best offers expected around Black Friday, but the day before Thanksgiving is a top five day for pizza sales.

The campaign started in early October and ran through Cyber Monday with offers to restock their pizza box supply. The campaign message was simple: stock up and receive up to 73% off customized pizza boxes, our year's best offer.

The channels selected included social media, direct mail, email, paid ads, website optimization, and calling through BDRs. Everything was targeted to avoid peak restaurant times over the weekend and during lunch and dinner.

Pratt tripled the number of new pizza customers with a larger average order value than new customers typically have had in the past. November shattered all previous revenue numbers for the company.

- 436% return on ad spend (ROAS)

- 129.94% conversion rate improvement.

- Historic month in sales in November, recording the highest sales (+43.72%) and revenue (+33.47%) in the company’s history

- 71.3% increase in influenced revenue from coordinated email outreach

- 111% increase in influenced revenue from implementing an Abandoned Cart Email component

- 242 net new orders from coordinated & complementary direct mailer campaign