Schwan’s Brings More to the Table with Hearth & Fire Pizza Brand Launch
Schwan's Consumer Brands, Inc. (‘Schwan’s’) and global creative company Sid Lee today unveiled the launch of the highly-anticipated Hearth & Fire pizza brand, its product packaging and a launch campaign about a pizza born from a love of craft, celebrated by those who embody the same spirit. With the tagline, ‘Bring More To The Table,’ Sid Lee's work ranges from the conceptualization of the brand from the ground-up, its design and the delivery of an integrated initiative that includes digital ads on Kroger’s website and Vox Media and content on Hearth & Fire pizza’s website and its newly launched social channels. It includes content from influencers Chef Tu David Phu and Elliot Clark, who bring their elevated approaches to cooking and mixology to the docu-style videos.
"We're ecstatic to bring Hearth & Fire pizza to people after years of developing a craft-quality crust and four elevated flavours that people can get excited about and plan a meal around," said Roberto Rios, Schwan’s chief marketing officer. "In many ways, this pizza is in its own category as it truly is a product innovation. We are extremely thrilled at our teams' collaboration in celebrating Hearth & Fire pizza's attention to detail and making everyone feel like the pizza isn't meant to simply be eaten, but to be enjoyed. We cannot wait to see pizza lovers' reactions to this work!"
The spots showcase the similar dedication that went into making Hearth & Fire pizza a reality. They share Chef Tu David Phu and Elliot Clark's conversations about the tools used to create an artisanal side dish and custom cocktail and the depth and specificity they bring to everything they do, as well as interviews in which they discuss their philosophy on craft and why it's crucial for a superior at-home dining experience
"As exciting as it is to launch a first-of-its-kind grocery store pizza, we wanted to build a Hearth & Fire pizza brand that goes well beyond a great crust. We wanted to reflect the category breaking expectations that this product innovation brings by elevating its craft qualities and artisanal roots," said Cam Levin, chief creative officer of Sid Lee USA. "The authenticity and beauty of this work broke through because it wasn't just about the pizza. We centred the campaign around a love for the best things in life and wanted to celebrate the craftsmanship that goes into our favourite dining experiences. It is consistent with the tagline ‘Bring More To The Table,’ which speaks to more than pizza - it gets to the heart of our passion for the craft. This pizzeria-quality decadent dish that was years in the making. It needed to be talked about in the same way.”
The campaign extends the idea of craftsmanship to the Hearth & Fire pizza influencer program. It partners with artisans from various disciplines to create one-of-a-kind handmade items to enhance the pizza-eating experience, sharing the parallels between premium ingredients and production that goes into their crafts and Hearth & Fire pizza.
