Serving Slices in Style
Client
TasteMade
Year
2024
Tastemade came to Whitestone with an exciting initiative to amplify their Pizza Week campaign. Known for food, home, and travel programming, as well as viral food-centric events, Tastemade’s vision for Pizza Week was to bring together talent and influencers to create buzz around the on-air celebration. Having collaborated with Whitestone on a prior project, Tastemade trusted Whitestone to build something memorable.
Their goal? Create buzzworthy kits to send to influencers, press partners, food industry content creators, and more, one week before Pizza Week. These kits would encourage participants to promote the campaign and drive excitement on social media. They wanted the kits to feel like a nostalgic pizza diner experience, with a blend of sustainability, practicality, and fun.
Whitestone began by brainstorming ideas based on Tastemade’s goals and the campaign’s fun, pizza-centric theme. Drawing inspiration from old-school diners, Whitestone developed a mix of branded and retail items that were carefully curated to embody the spirit of Pizza Week. Mood boards were created to lay out the aesthetic, and custom mock-ups were designed to bring the concept to life quickly for client review.
The process ran in multiple stages to ensure alignment with Tastemade’s vision. Whitestone handled every aspect of the project, from product sourcing at discounted rates and package design and production to managing kitting and coordinating the shipment to over 100 addresses.
These mockups were from a beginning round of ideation, experimenting with different colors and design elements before landing on the final plan.
The final kits were a curated blend of thoughtful, pizza-themed items, both branded and retail, designed to generate excitement and shareability. Each kit was packaged in a custom pizza box with all the nostalgic touches of a classic pizza diner. The kits included:
PIZZA CUTTER: A sleek, ergonomic design perfect for slicing through any crust.
REVERSIBLE BUCKET HAT: Two looks, one hat: pizza print on one side, checkerboard cool on the other.
CHECKERBOARD CREW SOCKS: Comfortable and stylish, adding a touch of flair to any outfit
PIZZA-SCENTED CANDLES: A sensory surprise, crafted to bring the savory smell of fresh pizza to life.
HAIR CLIPS: A playful accessory that adds a little flavor to any look.
CHECKERBOARD MATCH BOXES: A small but striking design that sparks nostalgia.
CUSTOM TISSUE PAPER: Branded down to the wrap–a diner-inspired pattern that ties it all together.
STICKER: A fun, small collectible detail that’s perfect for water bottles, laptops, or pizza boxes.
Branded Uber Eats gift cards were included in the kits that allowed recipients to directly engage with the campaign by ordering pizzas from Prince Street Pizza. Additional boxes were also utilized for a separate pizza-making class held at L’Antica Pizzeria da Michele, with Whitestone providing photography used for Tastemade’s promotional materials.
Tastemade’s Pizza Week kits were a resounding success. The thoughtfully curated items and cohesive presentation not only captured the nostalgic spirit of a pizza diner but also encouraged organic social media buzz among influencers and participants. Recipients couldn’t resist sharing the fun and practical items, creating high engagement for Tastemade leading up to and during Pizza Week.
Partnering with Whitestone allowed Tastemade to deliver high-quality, creative kits on a tight timeline while managing last-minute additions seamlessly. The campaign showcased Whitestone’s ability to execute end-to-end solutions, from design and product sourcing to packaging and delivery. By combining creativity, efficiency, and attention to detail, Whitestone delivered a project that was as memorable as a slice of New York pizza.
