Call it a sweepstakes for slackers. Kraft Foods, Northfield, IL, is running its biggest-ever promo for DiGiorno Pizza with a sweeps that plays off the “It’s not delivery, it’s DiGiorno!” ad tagline.
The Be a DiGiorno Delivery Guy Game dangles a grand-prize package of a $100,000 “salary,” a Chrysler PT Cruiser, $1,500 towards cell phone service, a custom-made uniform, and a year’s worth of pizza. The punchline is that there is no delivery with DiGiorno frozen pizza. The promo “further builds on the brand’s consumer communication with the concept of a DiGiorno delivery guy who has nothing to do,” says senior associate brand manager Duane Hart.
Through August, 10 million boxes carry a game code inside. Players call a toll-free number and punch in their code. The top prize-winner will hear a recording that says “You’re hired!” Other prizes include $100 “tips” to 500 winners and free pizza to thousands more. Communicator, Chicago, handles. TV support runs mid-April through mid-May via FCB, Chicago. Radio, P-O-P, and FSIs round out the plan.
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