Daiya, the brand that cracked the code on plant-based cheese, is launching a promotion that will distribute free pizza under the guise of a pyramid ‘scheme.’
The tropes of pyramid schemes often leave people shuddering as they flashback to countless “Hey girlie” DMs, but when used correctly the peer-to-peer recruitment tactic is very successful. Leveraging this model, Daiya utilized the trust that people place in their friends and families when looking to try new things to create a one-of-a-kind recruitment campaign that aims to inspire consumers to sample its plant-based pizzas, even if they aren’t plant-based themselves.
Popular foodie, comedy and recipe content creators Joseph Calcavecchia, @the_roamingfoodie, and Joey Dardano, @joeydardano, and Cari Garcia, @fatgirlhedonist, will kick off the recruitment process by each bringing three friends into the scheme. Those three friends will recruit their three friends, and those three friends will recruit their three friends until everyone has a delicious Daiya pizza in their home.
To get in on the action for yourself and your friends, e-mail email@example.com with your name and address. There are no lines or waiting periods; simply e-mail your information and you will be sent coupons for two free pizzas, as well as your own unique recruitment code to bring in three of your nearest and dearest into the scheme.
Daiya’s Chief Marketing Officer, Melanie Domer explained, “Consumer spending on pizza delivery in the United States amounted to approximately 17.3 billion US dollars in 2022, so we know that people love pizza at home. What we also know is that getting people to try plant-based foods can be a challenge, with a skepticism of taste being a key factor. A dairy and meat eater might never consider adding plant-based options into their diet, but that’s what we’re here to change. Pyramid schemes are often used to recruit people to trial new products, so we thought…why can’t that product be plant-based pizza? We’ve built our Daiya Pizza Pyramid Scheme to make sampling delicious plant-based foods easier, and more fun than ever. By leaning on peer-to-peer recommendation, we’re giving pizza-lovers a risk-free way to try our pizza, even if they aren’t 100 percent plant-based themselves. We’re that confident that they’re going to love it!”
Daiya’s Pizza Pyramid Scheme will offer consumers the chance to sample a range of their plant-based and gluten-free pizzas including: Meatless Pepperoni, Cheeze Lover’s, Fire-Roasted Vegetables, Supreme and BBQ Plant-based Chick’n Style flavors.