By Gary Symons
TLL Editor in Chief
The pizza masters at DiGiorno are using their super powers to churn out some pizza ‘Marvels’ for fans of Deadpool & Wolverine.
The ‘merc with a mouth’ will find his pie hole stuffed with some pizza that “defies the laws of common decency,” the partners say, as DiGiorno is offering up four new pies themed on the upcoming film, which hits theatres on July 26.
“DiGiorno is always looking for ways to tap into mainstream culture by pushing culinary boundaries through unique innovations and flavors, from our recent Thanksgiving Pizza to our all-onion ‘cry-pie,’ and we are now introducing our latest, most chaotic pies yet,” said Kimberly Holowiak, Senior Brand Manager for DiGiorno. “This summer, we’re taking it up a notch by teaming up with Marvel Studios’ Deadpool & Wolverine to create limited-edition pizzas that fans won’t want to miss, so we encourage fans to get them while they can.”
The Deadpool & Wolverine collection will take over the frozen aisle at retailers nationwide starting June 2024. So, what does crazy taste like? Cheesy. Spicy. Saucy. Wildly inappropriate.
“We’re thrilled teaming up with DiGiorno in support of ‘Deadpool & Wolverine’,” said Holly Frank, Walt Disney Studios VP, Partnership Management and Operations, Marvel. “They’re bringing the heat with a robust media campaign tied to character-inspired pizzas and our fans will have plenty to feast on ahead of the film’s theatrical release on July 26.”
The four new pizzas start out appropriately enough with The Wade Special, a sweet and salty combo not just for mercs, made with pineapple and black olives to pay homage to Wade Wilson’s pizza in the first movie.
Wolverine will get his claws into the Spicy Wolvie Pie, crafted for meat lovers in mind, stacked with pepperoni, chorizo and bacon, while another pizza on Wade Wilson’s list of questionable life choices is the Gimme Chimi, a pie inspired by Deadpool’s favorite food, chimichangas, and includes spicy cumin sauce, beef topping, jalapeno, and cheddar & mozzarella cheeses.
Last on the list, DiGiorno is putting out the Maximum Pep, “… made with maximum flavor and zero regrets – just like Deadpool’s decisions – piled high with sliced and diced pepperoni.
Every flavor (except for the Spicy Wolvie Pie) comes with a back-of-the-box bonus: a cut-out Deadpool mask so fans can cosplay as the Merc with a Mouth while their pizza bakes. The Wade Special, Gimme Chimi, Spicy Wolvie Pie and Maximum Pep pizza varieties have an MSRP of $6.49.
In addition to new slices, DiGiorno is also staging a contest for Deadpool fans. Until August 26, movie fans can visit DiGiorno.com/deadpoolandwolverine to enter for a chance to win a variety of different prizes. Here is how it’s sliced up:
- Pizza party in La La Land: DiGiorno will fly one winner and their best bub to La La Land (aka Los Angeles) for the ultimate trip of a regenerative lifetime. From a private chef whipping up the mouthwatering DiGiorno limited edition pizzas to a stunt masterclass where the winner will learn slick katana combat moves.
- Merc merch: Superheroes have all kinds of cool gear, so it only makes sense DiGiorno would roll with some pizzaccessories, including limited-edition, collectible swag.
- Fandango Movie Tickets: Tickets to see Marvel Studios’ DEADPOOL & WOLVERINE, in theaters July 26.
“No matter if you are a die-hard pizza stan or movie fan, consumers are constantly on the hunt for unique and bold ways to engage with brands they love, so we wanted to show up big with a movie collab that fits just like a glove (or mask),” Holowiak said.
The limited-edition pizzas aren’t the last you’ll see of the Deadpool & Wolverine mashup with DiGiorno. The company says fans should keep an eye out for a special packaging takeover of DiGiorno Original Rising Crust Ultimate Pepperoni and Four Cheese, giving fans more delicious ways to stay close to the action.
DiGiorno has also built a marketing multiverse of its own to ensure fans can experience the collaborative campaign with content that spans across digital, social, as well as a new television commercial, “Hot & Steamy,” featuring Deadpool, DiGiorno, and a lot of spicy chaos, that will run across TV, digital and social media.
For more information, check out DiGiorno.com or follow @DiGiorno on your favorite social media channels, and see Marvel Studios’ DEADPOOL & WOLVERINE, only in theaters on July 26.
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