2024

Pizza Pyramid Scheme

Entrant Company

Manifest

Category

Integrated Marketing - Integrated Marketing Campaign

Client's Name

Daiya Foods

Country / Region

United States

How do you get non vegans, who don’t have any specific dietary requirements, to try plant
based pizza? How do you get them to realize it can be just as good as the real deal?
You learn from the master manipulators and launch a pyramid scheme. The Daiya Pizza Pyramid Scheme was a nationwide ploy to drive plant based pizza trials.

This multichannel campaign borrowed from multi-level marketing schemes and leveraged PR, influencers and reached over 4.5m people. 12,000 of them were so moved that they joined the scheme creating the world’s fastest growing pyramid scheme and dishing out free plant based pizza goodness for all. Bon appetit!