From Stuart Elliott, Media Decoder NYTimes:
Red Baron pan pizza will begin a campaign on Wednesday that takes a bold stance against delivery pizza.
The campaign, by an agency in St. Louis named Cannonball, is going to be waged online rather than on television. Red Baron and Cannonball plan a series of six webisodes, featuring the comedian Howie Mandel, who is perhaps best known for hosting the TV game show “Deal or No Deal.”
Not surprisingly, the campaign riffs off the Mandel game show connection, declaring that Red Baron pan pizza is the “real deal” compared with delivery pizza on attributes like taste, quality, speed and cost....
The webisodes will present Mr. Mandel visiting a family or friends who begin heating up a Red Baron pizza as Mr. Mandel calls a national pizza chain that makes deliveries to place an order.
The Web videos are to show viewers the conversations between the deliverers and Mr. Mandel — with the trade dress, or identifying brand marks, of the chains in question blurred or obscured.
The six webisodes will be available to watch on the Red Baron Facebook page, as well as on YouTube. The plan is for one to be uploaded each Wednesday, through June 15....
The goal of the campaign is to demonstrate how a Red Baron pizza can cost less than a delivered pizza if a consumer takes into account the charges and tips associated with pizza delivery.