Freschetta Pizza was a relatively new, super-premium brand of frozen pizza from the makers of Red Baron and Tony’s Pizza. Freschetta had been relying primarily on web banners to build brand awareness. While Freschetta was achieving its reach and frequency objectives, Bolin believed that in order for the brand to truly resonate, it would have to engage on a deeper level with its audience.
Bolin sought to increase Freschetta’s share of voice online, leveraging the brand’s many fans as advocates and encouraging them to share their enthusiasm with friends. Bolin developed the Fresch-Ideas website, which encouraged mothers to share tips on how and when they prepared Freschetta pizza for their families. Responses flooded in with examples of how they dressed up the pizza as an extra touch to make their families’ lives a little more special.