Early 2022, A&R Studios, the creation and innovation agency integrated into Universal Music France, took the challenge of creating his own brand of frozen pizzas! Pizzaiolo shook up the mass distribution market with no less than 1,5 million pizzas sold in six months, notably at Carrefour, Auchan and Leclerc.
“Pizzaiolo is above all an extraordinary human adventure supported by the incredible creativity of Yvick (Mister V). After approaching this project through an organic content strategy, whose central launch point was a Youtube video, we are happy to see that the agency’s innovation in the creation of this brand has earned it the Gold prize for co-creation with talent and the jury’s favorite for the Grand Prix Stratégies de l’Influence 2022”, explains Xavier Mévellec, deputy general manager of A&R Studios. The tone is set : while Pizzaiolo did not exist until a few months ago, its pizzas have just been ranked in the Top 10 of the best food innovations of 2022 alongside brands such as Kinder, Heineken or McCain. These figures testify to the quality of the pizzas which have won over consumers beyond the organic success of the project.. A project organically and massively supported by the circle of personalities close to Mister V : McFly et Carlito, Kad Merad, Mehdi Maïzi, Freddy Gladieux, Squeezie, Géraldine Nakache… The brand doesn’t stop there : two new recipes have just enriched the first batch that Yvick called “Delamama pizzas”, launched in February 2022. In addition to the Six Fromagio and the Royale Pouleto, Chef Kevino Delamama now offers Bolo di Mozza and Végétarieno versions.
Launch video : 7,6 million views
Imagined by YouTuber Mister V, this project called on an offbeat character, a not-quite-Italian chef : By Kevin Delamama. “When A&R Studios asked me to join this entrepreneurial project, I was seduced by the concept, unpublished in France, and by the possibility of creating good quality pizzas and above all to my taste. I was far from realizing what was going to happen in the following months : 7,6 million views for my Youtube video, a record number of pizzas sold, the certification of the “double pizza diamanto” given by the rapper PLK. I would like to thank my audience in particular for contributing to the success of this launch and for following me in the craziest projects. Chef Kevino Delamama will continue to get his hands dirty to offer new recipes. » The brand offered, beginning of November, a special edition of four Delamama pizzas. A collector's design around football created by Drice Tea during this period of excitement around football. The general public has once again responded. Announced in a new Youtube video directed by Mister V and co-written by Vincent Tirel, viewed two million times in less than three weeks, this new launch illustrates the commercial success of this brand which arrived on the market less than a year ago.
A product designed as entertainment
“Without resorting to media buying, this project shows the capacity of A&R Studios to reinvent the launch of a brand in a society where consumption codes have changed. It's no longer about marketing. It's about entertainment. It's no longer about consumers, but of fans. Finally, it's no longer about products, but pop culture! », souligne Thibault Kuhlmann, general manager of A&R Studios.
