Globe partnered with Lewis Capaldi and EMI Records to bring the Scottish singer-songwriter’s trademark sense of humour to the food industry in the form of his very own sourdough pizza range, Lewis Capaldi’s Big Sexy Pizza.
The launch of the product coincided perfectly with the global super-star’s eagerly anticipated return to music in September 2022, which saw him release hit single ‘Forget Me’. This alignment enabled the new product line to benefit from the existing buzz surrounding Lewis’ release schedule, significantly elevating the reach of the Big Sexy Pizza campaign.
Globe developed the Big Sexy Pizza brand from the ground up, overseeing the recipe, visual identity of the packaging to the marketing roll-out and supermarket listings. Blind Eye Films were commissioned to create the social-first content, including hero film and tasty content, that was seeded out across Lewis Capaldi and Big Sexy Pizza socials surrounding the launch.
The announcement of the brand picked up national PR coverage in major publications, including: Metro, ITV, NME, Evening Standard, Line Of Best Fit, MSN, Yahoo! and DORK. The press stories highlighted the surprise and delight of Lewis creating his own pizza brand, with many pointing out how it was a perfect match for Lewis’ personality.
Across socials, the official launch content went down a storm with Lewis’ legion of fans. Cumulatively, the digital campaign achieved:
3.9 million views across Lewis and Big Sexy Pizza channels.
119K engagements across all content.
1.2 million impressions on Lewis’ Instagram stories.
2.4 million views on Globe-commissioned TikTok influencer posts.
On his leap from music to mozzarella, Lewis explained “I think lockdown spurred a lot of ideas for a lot of people. I saw a lot of people on Instagram, Facebook and Twitter getting really into your banana breads and what have you, and I turned to sourdough. Sourdough was my solace. The cogs started turning and I thought pizza could be my true calling.”
Big Sexy Pizza is available in two mouth-watering flavours: ‘The Big Sexy Cheesy One’ and ‘The Big Sexy Meaty One’ and exclusively available in Iceland and Tesco stores across the UK.
Visit the official website at www.bigsexypizza.com
Watch the Official Launch Film here.