The background
Golden Circle wanted to make a bold statement for World Pineapple Day, one that would remind everyone of its proud Queensland roots. The goal? To spark a national conversation about pineapples in a way that would resonate with the media and consumers alike. A tricky brief, but we saw a powerful brand and business opportunity by tapping into one of the most divisive topics in food: pineapple on pizza. With this, we decided to stir the pot (or, in this case, the pizza oven).
The nuts and bolts
We partnered with a Queensland-based pizzeria to create an unforgettable brand act—by taking the classic Hawaiian pizza off the menu and replacing it with something daring: The Queenslander. This wasn’t just any pizza—it was a pineapple lover’s dream. Featuring pineapple four ways (grilled, deep-fried, syrup, and fresh), paired with bold ingredients like jalapeño, sea salt, smoked paprika, and pecorino cheese, it was crafted to provoke reactions.
We launched with an enticing content piece, strategically seeding it to the media. What happened next was pure magic. The story caught fire, securing 16 pieces of major coverage, including a four-minute feature on Sunrise.
With no paid media, our act of culinary controversy reached hundreds of thousands of people, with the story syndicated across the entire News Corp network.
Delicious or deliciously controversial? Either way, Golden Circle became the talk of the town, reigniting the pineapple conversation in a way that was bold, memorable, and oh-so Queensland.
