Marketing

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

January 30, 2014 | By John McDermott
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
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