Da Michele is an iconic Neapolitan pizzeria with a centuries-old heritage, famed worldwide for its authentic recipes and traditional approach to pizza-making.
Its first Sydney outpost presented an opportunity to introduce this celebrated Italian institution to a new market, but the challenge lay in translating its rich history and reputation into a format that resonated with local audiences.
Agent99 was tasked with building on the momentum of the restaurant opening by designing a social-first activation that showcased Da Michele’s heritage and authenticity.
The goal was to generate strong social buzz, create meaningful audience engagement, and establish long-term brand awareness in Australia while maintaining the integrity of the pizzeria’s storied legacy.
Agent99 developed an activation for World Pizza Day, bringing the celebration of Neapolitan culinary history to Australia while generating excitement and awareness around the new pizzeria.
The campaign aimed to drive strong foot traffic and social buzz through a daily giveaway, rewarding the first 50 guests in line with a free pizza.
To extend the campaign’s impact, a week-long competition was also run, giving one lucky winner the chance to enjoy free Da Michele pizza for an entire year.
Over 500 guests lined up during the week to try to win a free pizza, showing that social awareness was strong during this period.
The Instagram page of L’Antica Pizzeria Da Michele reached 10K followers as a result of this campaign.
In total, 18 pieces of editorial content were secured, promoting the World Pizza Day activation across online, broadcast, and social channels.
The campaign reached an organic audience of over 15.5 million, showcasing strong exposure and media engagement.
