Case Grandiosa

Attention Grabber Prompted Online Discussions


Felix Abba is one of the leading food producers in Finland, and it is part of the global Orkla Foods Group. Felix Abba has production in Finland, where it also markets various food products, such as ketchup, juice, fish products, and frozen food. In 2008, Felix Abba launched in Finland a TV campaign for its frozen pizza brand Grandiosa. The campaign was called Pizza Friday (‘Pizzaperjantai’) and it was mainly known for its catchy song and dance.

Whitevector conducted a campaign measurement study for Felix Abba that focused on Felix Abba’s frozen pizza brand Grandiosa’s Pizzaperjantai campaign. The aim was to analyze the impact of the campaign on Internet discussions. Whitevector’s Chat Reports service served as a basis for the study since it enables comprehensive and thorough analysis on the content of social media.

The goal of the study was to understand how the campaign influenced Grandiosa’s online visibility. Additionally, discussion volumes and sentiments regarding the main competitor Dr. Oetker’s frozen pizzas were under investigation. Because Grandiosa’s campaign was quite distinctive, Felix Abba wanted to see if there was any viral effect in the discussions. And when it came to the discussants, it was desirable to know, which demographics were activated by the campaign and what were the sentiments of different target groups’ discussions.

It was noted that as the campaign started, discussions about Grandiosa increased remarkably and they were the liveliest during the first two months of the campaign. At this time, Grandiosa’s visibility in relation to Dr. Oetker was even 81 percent even though the situation was almost the opposite before the campaign.

The most important sites, where people talked about the campaign, were a gaming forum Livegamers.fi targeted at young men and a young women’s discussion forum Demi.fi. There were also discussions about frozen pizzas in other discussion forums and blogs. It should be noted that the discussions moved to new sites as the campaign progressed, which indicates that different marketing actions were noticed by different target groups.

The content and sentiment of the discussions remained quite similar throughout the research period: the campaign was found to be irritating. Nevertheless, there were also people who liked it very much, which guaranteed that Grandiosa pizzas were discussed a lot and the discussions were passionate. Felix Abba’s Marketing Manager Mervi Nieminen says: “It was interesting to see that the campaign was able to prompt so many online discussions. Furthermore, even though the heavy users of frozen pizzas are men under the age of 34, the campaign appealed to girls as well. To conclude, the campaign raised attention, which was seen in the Internet discussions and also in sales.”


Mentions of Grandiosa increased during the Pizzaperjantai campaign. Also mention peaks were notable.


During the campaign, number of mentions regarding Grandiosa exceeded mentions of the main competitor even though the situation was the opposite before the campaign.