FT商學院

£100 Hawaiian pizza is a good old-fashioned PR stunt
爲什麼100英鎊的夏威夷披薩是一個經典的公關噱頭?

For most food brands, marketing is now more likely to focus on experiences than headlines
對於大多數食品品牌來說,行銷現在更傾向於關注體驗而非頭條新聞。
Francis Woolf, Quin Jianoran and Felix Rehberg of Lupa Pizza in Norwich. The pizzeria achieved a rare thing: a promotion that required nothing more than playground-level controversy

When was the last time you looked at a marketing campaign and thought, “how quaint!”? It happened to me on Wednesday, as newsrooms around the world scrambled to respond to tidings of a Hawaiian pizza costing £100.

你上次看到一個行銷活動並感嘆「真有趣!」是什麼時候?我是在星期三經歷的,當時世界各地的新聞編輯室都在忙於回應一則關於一份售價100英鎊的夏威夷披薩的訊息。

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