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 essentially nothing in 1995 to $514 million dollars in 2005 ( as reported by Tybout & Sternthal: Brand Positioning in Kellogg on Marketing, 2001) ; making Digiorno the pizza leader by far.