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

+10pt
Ad Awareness

Lens Playtime
1.5x
Above Benchmark

+6pt
Product 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.


Snapchat is an extremely important pillar in our media mix. It allows us to reach our young target group primarily with our 'relatable' 9:16 content, underpinning our strong organic presence with a paid media campaign is the logical next step.

Arnd Hutmacher, European Head of Communication, Wagner Pizza GmbH.

1 Snap Inc. survey of DE Snapchat users, January 18 - February 19, 2024
2 Snap Inc. internal data January 16 - February 19, 2024