9 spots left to attend the Digiday Programmatic Marketing Summit
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.
Hey @nytimes, here’s Pizza’s Meh List: 1. People that think pizza is meh 2. People that make meh lists 3. wait
— DiGiorno Pizza (@DiGiornoPizza) January 28, 2014
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.
.@DeionSanders pls ask @RSherman_25 who the best cornerback of all time is. i’d like to see you stare at eachother in silence #AskPrime
— DiGiorno Pizza (@DiGiornoPizza) January 28, 2014
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.
IF YOUR PARTY’S SUCCESS DEPENDS ON PIZZA, MAYBE AVOID INVOLVING A KID DRIVING A CAR OLDER THAN HE IS #DiGiorNOYOUDIDNT
— DiGiorno Pizza (@DiGiornoPizza) January 29, 2014
The account was pretty fired up, as evidenced by the ALL CAPS.
YO DELIVERY PIZZA, I’M ALREADY IN THE HOUSE MAKING FRIENDS WITH OTHER AWESOME FOOTBALL WATCHING FOODS #TheresAPartyGoinOn #DiGiorNOYOUDIDNT
— DiGiorno Pizza (@DiGiornoPizza) January 29, 2014
Then, DiGiorno asked Twitter users to support its tirade in exchange for free pizza.
Bad pizza delivery exp? LET ‘EM KNOW WITH A LITTLE SMACK 10 best #DiGiorNOYOUDIDNT tweets get a RT & FREE PIZZA https://t.co/SKL4VBvlzI
— DiGiorno Pizza (@DiGiornoPizza) January 29, 2014
Someone told a tale of a pizza that appeared to have delivered itself.
@DiGiornoPizza Pizza showed up, but with no guy. He/she left it on the porch. Then the pizza place called demanding money. #DiGiorNOYOUDIDNT
— Cody Bishop (@adrmmr) January 29, 2014
A mother told the story of a botched delivery that left her child hungry.
@DiGiornoPizza Ordered pizza and after calling and waiting over 3hrs they said sorry we forgot! That was my kids dinner #DiGiorNOYOUDIDNT
— Dana Esker (@esker3) January 29, 2014
One user got punny about Domino’s pizza tracker service.
@DiGiornoPizza you got pizza tracker? more like you got pizza SLACKER! #DiGiorNOYOUDIDNT
— ╘~~BŮŘĞĘŘ~|~WÅVĘ~~╝ (@burgerwave) January 29, 2014
This guy got retweeted by @DiGiornoPizza for a lazy joke one would expect from a lame brand account.
Delivery Pizza, for when you want to wait an hour and a half for cold food. #DiGiorNOYOUDIDNT
— The Guy (@theguydf) January 29, 2014
But others successfully mimicked @DiGiornoPizza’s Twitter voice.
YO DELIVERY PIZZA, IF I WANTED TO WATCH SOMETHING HOT TURN COLD IN THE CAR, I’D TAKE TAYLOR SWIFT TO A DRIVE-IN MOVIE. #DiGiorNOYOUDIDNT
— Joel Ingersoll (@FlyoverJoel) January 29, 2014
Digiday reached out to the pizza maker but as of yet has received DiGiorNO REPLY. (Sorry, not sorry.)
More in Marketing
PwC’s Formula One-aided brand refresh hints at ‘safe harbor’ of live sports amid a potential economic crisis
It’s a tough time to launch a rebrand, but live sports offer a way through for worried CMOs. At least, that’s likely how PwC sees it.
With 600 million users, X’s Linda Yaccarino doubles down on dismissing journalism
Yaccarino brought user stats and Gen Z spin to Possible but left advertisers waiting for answers on brand safety and courtroom threats.
Creators pivot as brands’ spending goes into ‘freeze mode’
Some creators are thinking about how to change up their business strategies as they face a slowdown in the volume of brand deals or see deals fall through completely in the financial negotiation phase.