Situation Round Table introduced their new Pepperoni Rostadoro pizza into an extremely competitive marketplace dominated by giants like Pizza Hut, Domino’s, Papa John’s and Papa Murphy’s. Our challenge was to maximize their media investment effectively enough to compensate for being seriously outspent by the competition. A launch budget of $4MM was leveraged to create a spot TV schedule valued at over $7MM. Select markets also received radio and traffic sponsorships. And we created a “Movie Premiere” theme to tie in with the television creative, complete with searchlights and red carpet. On-air tastings and remote radio broadcasts by local radio personalities generated additional mentions and added exposure for Round Table. Result The Pepperoni Rostadoro was Round Table’s most successful launch in company history and continues to be a top seller in the restaurants. The company reported double digit sales increases during the four-month launch/support period.