FIGHT’N
TOMATO

THE CHALLENGE
The frozen pizza aisle of a grocery store is crowded with well-known national brands. How do you create a new brand to stand out in the already saturated frozen Pizza category? 

OUR SOLUTION
We researched the current frozen food category and observed that many pizza brands have not evolved in a decade. This helped us identify that there was room for a new brand with a more “in-your-face” attitude that was missing in the category. Therefore, we created an edgy, lo-fi, DIY-spirited underdog of a pizza brand. 

The main character, a tomato, expressed an attitude and bravado big enough to not only be a pizza spokesperson, but also allow future growth into other food categories. Fight’n Tomato is an unsung hero fighting for the respect all tomatoes deserve. The brand launched on social media, and in 6 months earned nationwide distribution from H-E-B to several Kroger markets.

Fighting Tomato Box
EZDockFighting Tomato
Up Next
You can skip ad in
SKIP AD >
Advertisement
EMBED LINK
COPY
DIRECT LINK
PRIVATE CONTENT
OK
Enter password to view
Please enter valid password!
      • 2x
      • 1.5x
      • Normal
      • 0.5x
      • 0.25x
        0:00

        CREATING AN UNDERDOG PIZZA BRAND THAT’S NOT AFRAID OF THE COMPETITION

        When we created Fight’n Tomato Pizza Company, we knew that we are going up against the big boys in the frozen pizza arena. Already an underdog brand fighting above it’s weight class, Fight’n Tomato had to come to life with a character that wasn’t afraid to say anything. We commissioned an illustrator to dive deep into our tomato’s personality to find his emotional expressions, postures and the wardrobes to match. Once fully developed, we knew this tomato was going places. City after city, bout after bout, Fight’n Tomato made his way across the US and into freezers everywhere.

        PACKAGE DESIGN

        We created packaging for multiple serving sizes of traditional pizza flavor profiles, each with a cut-away window revealing the pizza.

        PACKAGE DESIGN

        We also created packaging for specialty flavors. Each flavor profile has a unique fightin’ tomato message taylored to the consumer’s taste buds.

        HARD HITTING SOCIAL

        We rolled out a mighty social media campaign to support the product launch of Fight’n Tomato Pizza Company that captured the personality of our punchy tomato character. We created a dialogue with our followers that encouraged them to talk about their pizza preferences, habbits, loves and hates. We held small response competitions that we voted on and awarded prizes and giveaways, including limited edition posters of everyone’s favorite posts.

        PROMOTIONAL TEASER MAILER WITH A LEFT HOOK

        We rolled out a mighty social media campaign to support the product launch of Fight’n Tomato Pizza Company that captured the personality of our punchy tomato character. We created a dialogue with our followers that encouraged them to talk about their pizza preferences, habbits, loves and hates. We held small response competitions that we voted on and awarded prizes and giveaways, including limited edition posters of everyone’s favorite posts.

        A branding agency for
        those who want to travel a
        different path.

        (717) 874-2029

        © 2019 Gate 37B. All rights reserved.