Digiorno’s is a frozen pizza whose crust rises when the pizza is heated. Instead of putting it in a frozen pizza category or positioning it that way, the marketers framed it as a delivered pizza. One of its advertisement shows party guests asking which pizza delivery service the host used. Then the host says: it’s not delivery; it’s Digiorno’s! This framing helps highlight Digiorno’s fresh quality and taste. Through this clever positioning, Digiorno’s sales went from essential...


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