Allen Forbes

Pizza is great. But free, unexpected pizza? That hits differently. Panago needed a way to cut through the digital clutter and create genuine goodwill while building deeper social engagement. The challenge: how do you make a low-barrier, repeatable social campaign feel rewarding and fun?

Solution

We launched Random Acts of Pizza, a cheeky social campaign that rewarded unsuspecting followers with surprise deliveries—no strings attached. Anyone engaging with Panago’s content on Twitter, Facebook, or Instagram could suddenly find themselves with hot pizza at their door.

The idea lived on the brand’s most iconic real estate—the pizza box—and was supported by the hashtag #RandomActsOfPizza. It became part social experiment, part secret society, part joy machine.

Campaign

Originally a soft-launch program known only to insiders, the campaign officially rolled out in 2018 and became a recurring surprise-and-delight platform. From influencer shoutouts to loyal fans and unsuspecting newcomers, Panago kept spreading pizza-powered happiness.

Impact

• Spiked engagement across Panago’s social channels

• Generated brand buzz through influencer participation and UGC

• Built long-term equity by turning fans into brand advocates

• Became one of the brand’s most beloved recurring initiatives

We put out these nifty GIF social points for engagement every Thursday.

People looked out for the posts and hollered back at us.

Creative Direction: Allen Forbes, Associate Creative Direction: Deborah Boyd, Animation/Art Direction: Jesse Diehl, Social Media: Stacy Armstrong, Stephanie Hahlen, Amanda Carter.