On the last calendar day of 2007, I would like to give kudos to a KILLER BRAND. It’s not delivery, it’s DiGiorno.
Market research probably showed that consumers thought that fresh delivered pizza, no matter the brand, was better than any brand of frozen pizza from the grocery store. So instead of focusing on an expected difference in degree vs. other grocery store brands, DiGiorno focused on a difference in kind. It’s like delivered pizza. They got everything aligned to look and taste like a delivered pizza, then added communications with a great “linking” line, “It’s not delivery. It’s DiGiorno.”
This is a brilliant example of the three principles of Killer Branding. They had no protectable difference or technology. They created the different expectation on which to place their focus. They were working with a family name that was not exactly easy to link with. They just got it done. Great job to the brand group and to the agency.