THE CHALLENGE
Golden Circle wanted to mark World Pineapple Day with an idea that celebrated its Queensland roots and got people talking. We needed something that would interest both media and consumers. Luckily, people have quite strong opinions about pineapple on pizza.
THE IDEA
Give the Hawaiian a Queensland makeover. We partnered with a Queensland pizzeria to take the classic off the menu and replace it with The Queenslander. If pineapple on pizza was already controversial, we figured four kinds of pineapple would give people plenty to discuss.
HOW PEOPLE ENGAGED
The Queenslander featured pineapple grilled, deep-fried, fresh and as a syrup, alongside jalapeño, sea salt, smoked paprika and pecorino. We created a launch content piece and seeded the story to media, giving them a new take on a familiar food debate. People could try it at the pizzeria or weigh in from a safe distance.
THE RESULTS
With no paid media, the campaign secured 16 pieces of major coverage, including a four-minute feature on Sunrise and syndication across the News Corp network. It reached hundreds of thousands of people, putting Golden Circle’s Queensland heritage at the centre of the pineapple-on-pizza conversation.
