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
Pitch deck: How Amazon is recasting Twitch as a core part of its CTV pitch
Amazon is positioning Twitch as a defining asset in its CTV ambitions.
Netflix transforms former mall department stores into experiential venues
The location in Dallas opens this week, and one at the King of Prussia mall near Philadelphia opened last month.
Future of Marketing Briefing: AI has created a new talent paradox in programmatic agencies
The job isn’t execution anymore. AI handles that. The job is judgement.