OWNED: Pizza express accounts share this information - create posts on instagram. Pretend that the instagram has been hacked (e.g. like anonymous) and say that this pizza cannot go ahead and protests must be made. Maybe say how there are so many other vegan and veggie pizzas and a pineapple pizza is not acceptable. 

Pizza express ‘regains’ control of their social media account after the first protest and tries to set up a counter protest - all take place outside of popular pizza expresses in big cities - London, Manchester, Birmingham etc.

Create a rivalry between the two groups, pro and against pineapple on pizza. This can be created through polls/ posts on social media to get the audience to pick a side. Once the followers has been generated, competitions and democracy campaigns take place to see which side wins. If the pro pineapple wins then Pizza Express will add a Hawaiian Pizza to their menu. 

EARNED - people are intrigued by the ‘hacking scandals’, share, post, create polls, discuss the pineapple pizza and the ‘hacking scandal’. Photos of people protesting could be shared on social media that don’t have live streaming services e.g. twitter?? Snapchat ads, content could be used for pre-roll ads on youtube. Use the fact Pizza Express is the only one in its competition to not do any kind of pineapple on pizza (Like Wendy’s breaking fridges in Fortnite). 

Age: 26
Lives: Shared house in Brighton

Occupation: Works in a small independent coffee shop

Studies: Studied sociology at Manchester
Politics: Liberal

Interests: Vegan. Social activist. Likes to visit natural/ zero waste shops. Plants. Hates reality TV (Love Island exploits individuals), loves David Attenborough. Environmentally conscious. Has a cat called Ziggy. Wears Doc Martin’s. Definitely cycles, doesn’t have her license. Doesn’t shave her armpits. Loves festivals e.g. Creamfields and Glastonbury.

Influencers she follows 

Social Media platforms she uses

Social media - the leaders are elected and would create campaign videos which would be added on social media platforms. Twitter accounts, instagram accounts  could be created for each party, new information about why pineapple is good and why it is bad could be released daily. 

Yes, you read that right. We’re turning up the heat (without the meat) for a vegan takeover in the capital. Complete with a fresh new look, Vegan PizzaExpress in Aldwych on The Strand is open now, exclusively serving plant-based goodness so pizza lovers can tuck into even more vegan flavours this Autumn.

The opening is in celebration of our brand-new menu, launching Tuesday 21 September, which sees the biggest ever number of new vegan additions, including exclusive new vegan versions of the most famous PizzaExpress favourites.'

The Location: When planning the location of our rally, we want to consider its accessibility to the supporters and the amount of people we would want to attend - we want the event to look full of supporters to generate press.  
The Sound: The live streams will need to include background sound of people speaking and voicing their opinions. Potentially have music???
The Speeches: There would be two speakers that will 'fight' against each other. Both will exaggerate and use comedy to persuade people to either be for or against pineapple on pizza.
Advertisement: Leading up to the rally, we want to invite as many people into this disucussion. Print flyers and social platforms will be used to spread the word. - Newspaper, radio??? - people can sign up for alerts on the campaign.
Voting: Ballot boxes in the Pizza Express restaurants or through social media. 

2. How it works over owned media 

3. What earned media are you expecting 

Things that the no pineapple pizza could win as well as a voucher:

From its humble Canadian beginnings, the combination spread across North America, and ultimately the world - but despite its global appeal, pineapple pizza has remained controversial.

A 2017 YouGov poll found that 82% of people surveyed liked pineapple, but only 53% liked the fruit on their pizza. 12% of people said they disliked it on pizza a little bit while 29% said they hated the idea.

4. Pizza express posts a new topping each week (7 total) asking people to choose whether they would be against that topping or not - Pineapple, broccoli, avocado, sweet potato, watermelon, carrot.
5. At the end of each week, there will be a live stream on social media/ or website which creates a platform for the audience to get involved - polls, interviews, questions answered. Viewers are asked to comment and interact with the live stream, inviting them to share their opinions on their own social media.
6. At the end of each live stream, the video will be posted on YouTube for more viewers to see. 
7. Each new topping will be introduced as a 'special' on the pizza express menu for one week until all 6 toppings have been introduced.
8. At the end of the 7 weeks the votes will be tallied and the winner will be announced across all social media. Each voter will be given a free dough balls voucher. The winning topping will be added to the new vegan menu. 

Starting the consumer journey with an initial Twitter post. "We want to give our customers the opportunity to have a say in what the new vegan menu sells.This will start the conversation and get people to re-tweet and comment their suggestions for what topping they want to see on the menu. Asking for people to be as creative and adventurous as they can. We have mocked up some suggested comments for example. 

 influencer tweet: ‘@Plantpoweredstudent: LOVE THIS IDEA @PizzaExpress. Watermelon and vegan feta would be delish! #WorldWarP #PizzaExpress’Second Twitter post 

After people have commented on the toppings they want to see, Pizza Express will refine their favourites/ the ones with the most engagement into the top seven. These will be posted onto Twitter to get people to start interacting and choosing their favourites. We have chosen to use the toppings: Pineapple, leek, broccoli, avocado, sweet potato, watermelon, carrot. Announce that we will have a weekly livestream with details to come. 

Posters 

Posters will be released throughout all Pizza Express restaurants to create more engagement with the voting campaign. This will depict the 7 toppings asking people to pick their favourite.

 Weekly instagram posts. 

Each week one of the seven toppings will be discussed through instagram posts and stories with insights and jokes into what people think of the topping. For example, broccoli week will engage in how many people think broccoli on pizza is a good idea - election style campaign, ‘I think you should vote for broccoli because…’ This will allow people to share the hashtag, for example, #pIneapplecheesePEX

. Weekly live stream 

After each week of conversation around each topping there will also be a weekly live stream in the form of a news broadcast. This will talk about the health benefits of eating veggie/ vegan options and commenting on the twitter and instagram discussions from the week. Polls, interviews, questions answered. Viewers are asked to comment and interact with the live stream, inviting them to share their opinions on their own social media. Also inviting influencers to take part in interviews and discussions on their opinions through their own social media platforms. Also influencers will be invited onto the live stream to discuss their opinions and insights. 

Special pizza 

As well as the social neda discussion, each topping will be put on the menu as a ‘special’ which will invite people into restaurants to try the new topping and discuss whether they think it should be added or not. Hashtags will allow people to share their experience online to generate more buzz. 

The vote

Finally after seven weeks of discussion, a live vote will take place on the Pizza express website with a link posted on all their social media platforms. A live results page will allow people to keep up to date with the votes as they are being counted in. By adding your email address to the voting register, each participant will receive a free dough balls voucher. The winning topping will be added to the new vegan menu. 

Announcing the winner

The winning topping will be added to the new vegan menu after customers have voted. 

 World War P again 

Organising idea:

Promote the benefits of vegan and veggie options.

Story-telling: Come and try the vegan and vegetarian options that Pizza Express have on their menu!!!
Strategy: Create a voting system which will educate people on the benefits of vegan and veggie toppings

Age: 26

Lives: Shared house in Brighton

Occupation: Works in a small independent coffee shop

Studies: Studied sociology at Manchester

Politics: Liberal

Interests: Vegan. Social activist. Likes to visit natural/ zero waste shops. Loves plants. Hates reality TV (Love Island exploits individuals), loves David Attenborough. Environmentally conscious. Has a cat called Ziggy. Wears Doc Martens. Definitely cycles, doesn’t have her license - tries to be environmentally friendly as possible.. Doesn’t shave her armpits. Loves festivals e.g. Creamfields and Glastonbury. Follows vegan and healthy living instagram profiles. Part of a debate society at Uni.

Reads and writes blogs and articles from The Guardian (??) Stays up to date with politics by using Twitter and BBC news app.