Creating buzz for Big Sexy Pizza

Pizza is a feel-good thing. But in the hands of Lewis Capaldi (when he should be making music) this product launch could have been a bit of a leap – from studio to oven – that fell flat on its face.

The whole campaign is not your normal doughball. For Lewis Capaldi’s and the product brands, humour is always going to be key. But it’s tricky to be funny (and not too cheesy) on social media. 

That’s what led Universal Music to Spin Brands. To pitch the pizza right and put some serious social heat under the Big Sexy brand across Instagram and TikTok.

Luckily, Lewis is a great sport and an absolute hoot. His likeable personality and Big Sexy vision for pizza made the social strategy straightforward: Hit on Lewis’ fan base. 

Serving up slices of the juiciest clips and funniest memes helped the product live up to its Big Sexy name. This is pizza on social just the way Lewis and his fans like it.

Big Sexy pizza delivered big, sexy results. The brand went down a treat on social with 6,000 new Instagram followers in six weeks.