Little Pizza, Big Results: How Wagner Baked Up a 10pt Increase in Ad Awareness

Wagner Pizza Collaborated with Snapchat

Wagner Pizza is one of the leading frozen pizza brands in Germany, with a wide range of products. For the launch of their brand new Brezel Pizza and Brezel Piccolinis, they wanted to bake up a storm on Snapchat and focus on reaching a younger demographic, specifically 18-34 year olds.

Using a Multi-Product Approach

Wagner doubled down on a multi-product approach including AR, and a combination of Snap Ads, Story Ads - and a variety of well-known creators. Fourteen creators (including @itzjul, HerrDavid) explained in a humorous and creative way why the smaller Brezel Piccolinis are sometimes “better” than the larger version, the Brezel Pizza. The AR lens allowed Snapchat users to catch small pretzels by simply moving their heads, thereby turning the color of the new pizza into a delicious brezel brown.

To Drive Real Business Results

The campaign successfully broke through to audiences and grew Ad Awareness by +10pts and Product Awareness by +6pts.¹ The creator Lens earned a play time over 1.5X longer than the benchmark average, and proved to be the force behind positive Brand Lift results, helping to prove the power of creators and influencers on Snapchat.² This also organically generated new attention for the food manufacturer. Thanks to strong video content, Wagner now has almost 100,000 organic followers on Snapchat and achieves approximately 25 million views per year.