Taking changing consumer habits and preferences into account, our strategy was built on convincing our target audience that Pizza Tost fitted perfectly with their daily routines; the strategy was simply to increase sales through building relevancy. 

To build awareness about the products we decided to focus our efforts on TikTok. We focused on gaming and late-night snacking as priority consumption occasions. For gaming we identified the most popular platforms as YouTube, Twitch and D-Live. To build relevancy, we decided to collaborate with popular streamers on these 3 platforms. For late night snacking we focused on popular lifestyle content creators on Instagram and YouTube; the two platforms with peaking usage trends late at night.