It’s Not Delivery. It’s DiGiorno Trolling Delivery

pizza

DiGiorno, the frozen pizza company, boasts one of the few corporate Twitter accounts that’s both on-brand and genuinely entertaining. Instead of shamelessly asking for retweets or making awkward stabs at being “human” on social media, @DiGiornoPizza delivers a steady diet of self-aware meta-humor. It recently counter-trolled The New York Times for featuring pizza on the Times Magazine’s Meh List.

It also hilariously injected itself into the conversation around the Super Bowl’s Media Day with a message sent to notoriously cocky cornerbacks Deion Sanders and Richard Sherman.

But on Wednesday, @DiGiornoPizza decided to focus its trolling on its arch enemy: delivery pizza. The company’s slogan, after all, is “It’s not delivery. It’s DiGiorno.”  The account started the social media hating in the early afternoon — DiGiorno’s social media manager likes to sleep in, apparently — with the hashtag #DiGiorNOYOUDIDNT.

The account was pretty fired up, as evidenced by the ALL CAPS.

Then, DiGiorno asked Twitter users to support its tirade in exchange for free pizza.

Someone told a tale of a pizza that appeared to have delivered itself.

A mother told the story of a botched delivery that left her child hungry.

One user got punny about Domino’s pizza tracker service.

This guy got retweeted by @DiGiornoPizza for a lazy joke one would expect from a lame brand account.

But others successfully mimicked @DiGiornoPizza’s Twitter voice.

Digiday reached out to the pizza maker but as of yet has received DiGiorNO REPLY. (Sorry, not sorry.)

https://digiday.com/?p=62815

More in Marketing

Digiday+ Research deep dive: Agency spending on TikTok sees a sharp decline

Agency marketers have historically been more skeptical toward TikTok than their brand marketer counterparts, and a Digiday+ Research survey found that agency spending on TikTok has fallen sharply in the last few months.

The Home Depot rebrands its retail media network in pitch for ad dollars

The Home Depot hosted its inaugural InFront, a play on the television industry’s UpFronts or NewFronts, digital media’s answer to the upfronts, for its retail media offering.

Why Georgia-Pacific consolidated most retail media spending with seven networks after testing over 25 options

Figuring out which retail media network is worth spending on given the glut of new retail media networks can be a challenge for marketers.