Co-op: Pizza Wall

Pizza Just Got More Irresistible

Brief

Re-launch Co-op's award-winning, own-brand, premium pizza range with a unique pop-up experience to elevate the at-home dining experience.

Idea

To drive awareness of the new product range and encourage people to choose Co-op Irresistible pizza for their perfect night in, SWAMP helped Mullen Lowe UK bring an unexpected taste of Italy to London, by serving passers-by pizza slices from a bespoke 17th Century Florentine-inspired serving window. After knocking on the small window in BoxPark, Shoreditch, an arm appeared, handing hungry passers-by a steaming hot, delicious slice of premium pizza.

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2000+

Slices of pizza

2000+

Hungry passers-by

Bespoke 17th Century Florentine-inspired serving window

Spreading the word

Leading London foodie influencer TopJaw interviewed lucky pizza fans about the experience. The generated content from this was rolled out across the brand’s and influencer’s social channels. Mel Matson, Director of Customer Proposition and Comms at Co-op, said: “Driving fame through social content creation was a key focus for the campaign to launch our new Irresistible pizzas. This fun and playful activation perfectly captures the authentic Italian quality message and importantly gets the pizza into the hands of the public in a unique and memorable way.”

Talk to us about your own unique brand pop-ups.

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