Sharing ​Red Baron Pizza leads to more sharing

Red Baron taps into the idea that sharing can lead to a cascade of more sharing in their all new campaign titled exactly that, Sharing Leads to More Sharing.

The campaign aims to highlight moments of sharing and bonding through humour and relatability, Regardless of age or social group, sharing Red Baron leads to more sharing. Whether it’s librarians breaking the rules and sharing a single or hipsters revealing they actually hate kale, pizza brings people closer together from all walks of life.

At the heart of this campaign lies a simple yet powerful insight: sharing a Red Baron pizza not only brings people closer together, but also encourages them to share more of themselves…as they are.

Meals shared are something of magic. Beyond the joy it brings, pizza unlocks a deeper connection: from catching up, to trauma dumping, dropping biggest dreams or sharing darkest secrets, sharing a Red Baron pizza leads to more sharing. In our hero spot for deep dish, we see the two people who would find it most naughty to be sharing a “single serve” pizza (AKA: Baddie Librarians).

In the Hipsters and Book club spots, we see a person willing to share their truth after a slice of pizza is shared with them, leading to more and more confessional style sharing until the groups have finally gotten everything off their chests.

The campaign is an extension of the Share Something Awesome brand platform established with the help of creative agency TBWA\Chiat\Day LA which emphasizes the act of sharing and how Red Baron pizza can bring people together.

In a similar humorous tone to last year’s Showdown: Fully Loaded, the brand puts a new spin on the brand platform: rather than focusing on conflict, the new campaign flips the script to focus on unity by showcasing people bonding:
Whether it’s a spontaneous dance in the middle of the library or a candid confession at book club, the campaign highlights authentic moments where sharing pizza leads to openness and connection, but in a kind of ridiculous way.

This digital-first campaign will launch its main components (OLV, Digital and Social) in July.

As the brand’s AOR, TBWA\Chiat\Day LA has helped to uncover Red Baron’s brand soul, creating a brand platform with executions in multiple unconventional ways not native to the brand category. Whether we have hockey players battling it out in a saloon, or baddie librarians sharing pizza when they’re not supposed to, this campaign is a natural evolution of the brand’s creative journey.