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


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.)

More in Marketing

Ikea launched an AI assistant earlier this year. Has it actually driven sales?

Three months on, the retailer’s data chief explains how it’s measuring the impact of its AI assistant.

The header image features an illustration of a woman holding up a circular product in a social media post.

Marketing Briefing: Brands collaborate on influencer marketing with an eye on ‘community infiltration,’ finding fee savings

Marketers are increasingly recognizing the benefit of collaborating with other brands on influencer marketing efforts and are anecdotally more keen to do so this year, according to five influencer marketing executives.

Making sense of the allegations and defenses in the Colossus ad tech controversy

What seemed like a clear case of an ad tech vendor being shady is actually a lot more layered.