The ONE Group Case Study

Mission was tasked with raising awareness for The ONE Groups sexy Italian eatery, Ristorante Asellina in New York and creating excitement surrounding their gourmet pizza offerings.

To create buzz in an unexpected way, Mission proposed a collaboration with designer Charlotte Ronson during an extremely influential and media saturated time in the city, New York Fashion Week. 

Mission created a comprehensive campaign that involved Charlotte lending a pattern from her upcoming Spring/Summer 2015 collection to be printed on the limited time pizza box, which contained a custom made Margarita Pizza dubbed the, “Ronsonrita”.

The month long Charlotte Ronson x Asellina campaign kicked off with an exclusive announcement on the collaboration, secured in New York Magazine. Following the release Mission activated a four pronged approach to generate buzz all month long. 

Step 1: Utilize boxes as exciting and never-done-before Fashion Week invitations for VIP attendees at Charlotte’s presentation to create strong social media buzz prior to show. 

Step 2: Cater backstage area of presentation with custom “Ronsonrita” pizza creation for photo worthy moments with top models and backstage media. 

Step 3: Target key food focused media by sending pizza deliveries on September 5th, the day of the presentation and also National Cheese Pizza Day. 

Step 4: Offer the “Ronsonrita” all month long on-premise at Ristorante Asellina and via delivery for all consumers.

By combining two cornerstones of New York culture – Pizza & Fashion – in a never done before way, Mission created a memorable moment during NYFW that excited both the fashion crowd and pizza enthusiasts alike.

The campaign garnered significant media and social media coverage; including key placements in NY Magazine, The Cut, Refinery29, New York Daily News, Supercompressor, BizBash, StyleLite, & Racked, while fostering key relationships in a previously untapped market.