Emotional Support Pizza

2025 “Big Game” pizza promotion for 7-ELEVEn

The Super Bowl is the biggest day of the year for pizza delivery.
7-ELEVEn wanted to get in on the action by offering a BOGO pizza deal - leading up to and on Super Bowl Sunday - through their 7NOW App.

With a very small budget compared to the other guys, we needed to make sure we didn’t get lost in the noisiest time of the year. So we repositioned the BOGO deal as a FREE EMOTIONAL SUPPORT PIZZA (when you buy a pizza). Available to Losers, right when your team loses in the playoffs. With real-time Social, OOH, Radio and TV targeting teams who lost, the second the game ended.

We got noticed and got many reactions.
Especially by Bills fans who did not find humor in being called Losers.

Awards:
Gerety Awards - Silver - Humour Cut