DiGiorno Pizza teamed up with Jerome Bettis to challenge Americans to “Taste and Believe” that DiGiorno Pizza is as good as carry out and delivery. PR efforts drove home the message to fans during football-crazed times in the media including:

• New York City at the onset of NFL Playoffs
• Radio Row in South Florida during Super Bowl week
• Media Tour during NFL Draft and mini-camp season
• Las Vegas for the “You Bettis Believe” sweepstakes winner Fantasy Football Draft Party on the heels of the football season

The program generated 87 million media impressions through more than 1,800 placements driving consumers to engage with the brand via the “You Bettis! Believe” sweepstakes on facebook.com/digiorno. Click on the tabs above to view results from each quarter.