Post Thumb

Instapizza, the homegrown pizza brand, used an engaging content strategy to garner trust within consumers across the period of the lockdown.  The brand took forward a call to action to dispense myths of food ordering, as well as show their own hygienic practices for food preparation and delivery to their consumers.

Instapizza launched #Crustflix, live streaming of its kitchens, on its social media profiles across 10 of its operational outlets in Delhi- NCR and Punjab. Taking inspiration from the OTT platform Netflix, and paying ode to it, Instapizza's taglines use popular characters from iconic Netflix shows to bring a touch of quirk to the way they have created safety protocols, and live streaming of the kitchen.

The website link from which the brand goes live:

From Harvey Spector washing his hands of many deals to the hand-washing every 20 minutes; from the heated Money Heist to daily temperature checks for staff, millennial audiences will identify with this campaign that picks one of their favourite mainstays in lockdown to establish trust for them with Instapizza. The aim was to show that the brand can keep its consumers safe while baking those crusts. 

The campaign started at the end of April to bring consumer sentiment back.

Ashwin Jain, Founder, Instapizza, said, "At that time, there was a prevailing atmosphere of uncertainty and fear around food delivery. We intended to demonstrate to our customers in a radically transparent manner the many steps that we take in our kitchens to ensure food safety and hygiene, and this is why we launched live streaming of our outlets on #CrustFlix."

The campaign helped the brand gain customer's trust, where #CrustFlix enabled people to see every single step the brand took to make sure their teams, kitchens, and food were 100% safe. The website traffic to Instapizza increased by 15x in the month of May, with the brand receiving thousands of views, likes, comments across a-month-and-a-half long window of the campaign.

Talking about the consumer’s feedback, Sonali Saraogi Singh, Co-founder, Instapizza, added, “We pride ourselves on the standards of safety maintained by Instapizza across all our kitchens. Our current aim was to use the Livestream content to build an engaging client experience that would offer complete transparency in the way we make our pizzas. It's been great learning for us as well as our staff, as even they realise the importance of their work. Our customer feedback on this has been brilliant as well.”

Overall the campaign helped the brand garner greater trust and sales through its life cycle. CrustFlix helped establish trustworthiness in the minds of consumers. Instapizza had a lifetime low in its sales in the week of April 27 - May 3. Sales were very, very low that week. The CrustFlix campaign was launched on April 30. Though the campaign took some time to translate into sales, the overall impact since then has been roughly 13% week-on-week growth through the months of May and, June as well. 

Instapizza was founded by Ashwin Jain in 2014 when it opened its first outlet in Gurugram.  Jain collaborated with co-founder Sonali Singh who was previously head of operations for Ritu Dalmia's Diva group of restaurants.

With a growing sense of consumers' pride in Indian brands coupled with the rapidly increasing penetration of organised food delivery and Quick service restaurants (QSR), Instapizza has opened 16 micro-kitchens and outlets, with five locations being opened in the last six months. Through calendar 2020, Instapizza aims to accelerate the growth of its footprint by opening 25 new locations between NCR and Punjab.

How has your content initiative made a difference to the brand’s purpose? Have a case study to showcase your great work and get noticed? Write in to Tejal Parmar at