In a new ad campaign for Freschetta, a woman goes on an Alice-in-Wonderland-like journey in search of a better pizza. The campaign, conceived by St. Louis agency Cannonball, was produced by hybrid production studio Vitamin, which worked with its affiliate, Filmworkers, to provide a unique one-stop solution for the campaign that took it from the drawing board to the screen.
The winning concept features a woman shopping for pizza in a supermarket packed with bland frozen pizzas. She falls through a trap door into a Wonka-like world filled with overgrown fruits and vegetables showcasing all of the fresh ingredients used in each of Freschetta’s Simply Inspired pizzas.
Creative Director Danny DelPurgatorio led the Vitamin team who worked with creatives from Cannonball in designing the alternate worlds of the supermarket and the Freschetta fantasy land. “The supermarket looks like a typical grocery store, except that everything is ultra-bland and stale,” explains DelPurgatorio.“That is contrasted by the fantasy world that is bright, lush, grand, brimming with color and sunshine.”