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We Are Social’s
Leggera launch campaign for
PizzaExpress




                              we are social
Task:
Encourage online word of mouth
  about the launch of the new
   PizzaExpress Leggera range




                                 we are social
We invited influential food and lifestyle
bloggers to a ‘Leggera Lunch’ event
                                   we are social
Bloggers had the chance to
create their own Leggera pizza
with PizzaExpress’s head chef




                                 we are social
They also sampled the new menu
& met the PizzaExpress team

                                 we are social
Post-event, all the guests
talked about the Leggera
What they said:                                         Weight Watching? Love
                                                          Pizza Express? The
                                                          Leggara pizzas are
    The new ‘Leggera’ pizza is apparently                 yummy!
    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…                                   @frugaller

                                                 These pizzas are yummy, my
secretdiaryofabeautyaddict.blogspot.com          weight watchers leader
                                                 recommended them a few weeks
                                                 ago … They are some of the same
    The Leggera is a pizza with a hole
                                                 fabulous Pizza Express pizzas but
     in the middle filled with a tasty
                                                 with a hole in the middle filed
   green salad and each variety is only
                                                 with salad.
   around 500 calories. Great news for
    anyone watching their waistline.
                                               yearoflivingfrugally.blogspot.com

        thestylepaathome.com                                           we are social
We then marked the month of September
‘Blogger Lunch Month’

We invited bloggers from across the UK
to ‘tag’ fellow bloggers to invite them
to a ‘Leggera Lunch’ courtesy of
PizzaExpress
                                   we are social
The bloggers posted about their
   lunches, resulting in over
    60 online conversations
What they said:
                                     The leggera pizza is rather lovely
  The Leggera is a lighter
  pizza with a hole in the
middle. The hole has salad                           mummydothat.blogspot.com
 in it. All for 500 calories.
    Sounds good to me.
                                       The idea behind the Leggera is to get
                                       the best of both worlds and save a few
                                       calories in the process.
 sandycalico.blogspot.com
                                                             thestylepa.com

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



                                kitchen-delights.blogspot.com        we are social
Result:




             Over 1,000,000 people
        were reached by the online
    word of mouth generated about
     PizzaExpress’s Leggera range

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We Are Social's PizzaExpress Leggera case study

  • 1. We Are Social’s Leggera launch campaign for PizzaExpress we are social
  • 2. Task: Encourage online word of mouth about the launch of the new PizzaExpress Leggera range we are social
  • 3. We invited influential food and lifestyle bloggers to a ‘Leggera Lunch’ event we are social
  • 4. Bloggers had the chance to create their own Leggera pizza with PizzaExpress’s head chef we are social
  • 5. They also sampled the new menu & met the PizzaExpress team we are social
  • 6. Post-event, all the guests talked about the Leggera
  • 7. What they said: Weight Watching? Love Pizza Express? The Leggara pizzas are The new ‘Leggera’ pizza is apparently yummy! 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… @frugaller These pizzas are yummy, my secretdiaryofabeautyaddict.blogspot.com weight watchers leader recommended them a few weeks ago … They are some of the same The Leggera is a pizza with a hole fabulous Pizza Express pizzas but in the middle filled with a tasty with a hole in the middle filed green salad and each variety is only with salad. around 500 calories. Great news for anyone watching their waistline. yearoflivingfrugally.blogspot.com thestylepaathome.com we are social
  • 8. We then marked the month of September ‘Blogger Lunch Month’ We invited bloggers from across the UK to ‘tag’ fellow bloggers to invite them to a ‘Leggera Lunch’ courtesy of PizzaExpress we are social
  • 9. The bloggers posted about their lunches, resulting in over 60 online conversations
  • 10. What they said: The leggera pizza is rather lovely The Leggera is a lighter pizza with a hole in the middle. The hole has salad mummydothat.blogspot.com in it. All for 500 calories. Sounds good to me. The idea behind the Leggera is to get the best of both worlds and save a few calories in the process. sandycalico.blogspot.com thestylepa.com The wonderful thing about this Leggera menu is you don't even notice that it is the lighter option. kitchen-delights.blogspot.com we are social
  • 11. Result: Over 1,000,000 people were reached by the online word of mouth generated about PizzaExpress’s Leggera range