McCain Foods Canada recently launched its Ultra Thin Crust pizza with its first celebrity endorsement, Hollywood actress and reality star Tori Spelling.

The social media heavy campaign, with media planned by Toronto-based AOR Media and Capital C handling creative, featured a three-week contest for consumers to win a chance to meet Spelling. Ads for the campaign ran on sites targeting the product’s 25-to-45 female urban demographic, including Slice.ca, Sweetspot.ca and on Facebook.

“The contest to meet Tori garnered six times the number of votes we projected,” Paul Gallagher, director of marketing for McCain Foods Canada, tells MiC. “This is the first time we have used digital to reach out to consumers with pizza.”

Gallagher says the company hopes to recreate the digital campaign on a wider scale for another product in the future.

The campaign culminated at an event this week at the Thompson Hotel in Toronto where the three contest winners were invited to taste the new pizza with Spelling. Check out MiC‘s coverage of the event in the video below.

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Videography by Jennifer Horn