TAG tries pizzavertising

Throughout July, a TAG body spray image will adorn 50,000 pizza boxes and intro an edgy contest.

Taking a whirl with a technique that worked well for the Food Network in November, Procter & Gamble has engaged Fresh Tracks Media to distribute pizza boxes whose tops are entirely wrapped with a large image for TAG body spray to a range of independent pizzerias.

Throughout this month, 50,000 of the TAG-ed pizza containers will be delivered to customers in the Greater Toronto Area. As well as the main image, the branded boxes will feature TAG’s ‘All-Nighter’ contest, which invites pizza lovers to text ‘TAG’ to win a chance to party with ‘TAG huntresses’ and get a free ‘All-Nighter Kit’ (with a branded T-shirt and product sample).

Headquartered in Toronto, Fresh Tracks recently opened a Vancouver office and, spokesman Golnaz Mindell tells MiC, has a number of upcoming campaigns for other marketers in the works. ‘We now have very reliable and expansive national distribution with access to over 17 million pizza boxes per year.’