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DiGiorno Taps Periscope for Livestreamed 'Bake-Off'
Illinois Ag Connection - 04/12/2018

DiGiorno is trying a new way to drive home its message about the benefits of its baked-at-home pizza over the delivered kind.

On April 12, at 7 p.m. ET, the leading frozen pizza brand will host what it's touting as the first ever livestreamed "bake-off" on Periscope's livestreaming platform, at @DiGiornoPizza.

The live broadcast will capture "first-person perspectives" on using a pizza delivery app versus warming a DiGiorno in the oven.

On-screen prompts will encourage fans to "cheer" for DiGiorno by commenting and "heart" when Crispy Pan Pizza is in the oven.

The brand will give away coupons to a few viewers who engage during the live broadcast.

The teaser and broadcast were created with the Reach agency.

Promotion of the event began on April 9, with a video teaser on Twitter.

The DiGiorno product line originally offered pastas and sauces in 1991, and pizzas have been available nationally in the U.S. since 1995.

The brand's slogan is "It's not delivery. It's DiGiorno/Delissio," which suggests that their frozen pizzas are of high enough quality that they might be mistaken for fresh pizzeria pizzas.

Delissio frozen pizzas were launched in Canada in 1999, although Kraft had previously used the Delissio brand for other pizza products in the 1980s.

In 2010, Kraft sold the DiGiorno and Delissio brands, along with the rest of its frozen pizza business, to Swiss-based food manufacturer Nestle. The move helped to finance Kraft's bid for Cadbury, while also effectively ensuring that Nestle would not submit a competing bid for the confectionery company. Since Nestle acquired Kraft's frozen pizza business, the DiGiorno brand has expanded to include bonus appetizers in a box, including breadsticks, boneless chicken pieces called Wyngz, and Toll House cookies.

In 2013, DiGiorno's dairy supplier, Foremost Farms USA, Baraboo, Wis., dropped Wiese Brothers Farm after the animal rights organization Mercy for Animals released undercover footage showing workers there beating, dragging, and whipping dairy cows, some of which appear unable to walk, while others have infected or freely bleeding wounds. Nestle and Foremost Farms USA denied any knowledge of the abuse.

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