Famoso Neapolitan Pizzeria Get a Jar, Give a Meal


Amanda Haines Lazeski

Famoso Neapolitan Pizzeria Get a Jar, Give a Meal 2016

Making deliciously authentic Neapolitan pizza comes down to two things: ingredients and technique. Famoso prides itself on using only the finest ingredients in its restaurants, including vine-ripened plum tomatoes hand-picked from the rich soils of Mount Vesuvius in Naples, to hand-mill its signature Campania Tomato Sauce. And only once a year, Famoso jars and sells its famous tomato sauce, with all proceeds going to Mealshare community charities. Each jar sold provides a meal to a young person in need. Get a jar, give a meal.

Famoso engaged us to spread the word about this important initiative to maximize fundraising efforts in each of its communities. They wanted to get jars of Campania Tomato Sauce in the hands of media and influencers, encouraging them to make their own creative dish with the sauce while learning about Famoso’s commitment to quality and authenticity. The ultimate goal was to secure traditional media coverage and generate influencer mentions on social media to drive sales and overall awareness of the campaign.

participating cities across Canada
total impressions
donated to Mealshare

The Reformation

    • Styled, directed and executed a photoshoot at Famoso Mckenzie Towne to develop visual content for Famoso’s native social feeds and distribution to media + influencers
    • Implemented a traditional media outreach campaign, including press release + targeted media pitching, to secure editorial coverage
    • Coordinated a cross-Canada television media tour for Famoso founder Justin Lussier
    • Seeded jars of Campania Tomato Sauce with key influencers in British Columbia, Alberta, and Saskatchewan to generate influencer mentions on social media
    • Secured sponsored content partnerships with digital influencers to create + publish original recipes using Campania Tomato Sauce
    • Created multiple social media posts for Instagram, Facebook, and Twitter to amplify awareness for the campaign

    Our Services

    • Social Media Management
    • Media Relations
    • Influencer + Brand Engagement
    • Visual Content Creation
    “I've worked with Reformation since early 2016. Amanda and her team are superstars. They take a proactive, fresh approach to our social media, influencer relations and PR needs by looking after everything from strategy to content creation to photography and so much more. They're a beautiful combination of hard work and creativity. And they measure everything, which is a dream! It is truly awesome to work with a team that just gets it as it allows my team to focus on the rest of the business and be assured that our online presence and engagements are in great hands.”
    – Taili Coates, Marketing Director, Famoso Neapolitan Pizzeria

    The Results

      • Famoso founder Justin Lussier was featured on daytime news programs across Canada, including CTV Morning Live Edmonton, Dinner TV Edmonton, Global Noon News Vancouver, Global Morning News Toronto, CTV Morning News Regina, and Global Morning News Regina
      • Press coverage was secured in Food Service + Hospitality Magazine, Western Restaurant News, Foodgressing, Nomss, The Province, Food Mamma, Avenue Calgary, The Tomato, and others
      • Organic influencer mentions were generated with @Foodgressing (13.8k), @modernmama (7.3k), and @instanomss (6.8K)
      • Sponsored content was developed in conjunction with Vancouver-based influencers The Food Gays and Calgary-based blog Eat North
      • More than 22,000 jars of sauce were sold across Canada to raise critical funds for Mealshare

      Selected Press

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