Result:

The Deadpool & Wolverine partnership wasn’t just a collaboration—it was a cultural moment, placing DiGiorno at the heart of an audience primed for bold, unconventional fun. By aligning with one of the most anticipated films of the year, we seamlessly merged fandom with flavor, making pizza an essential part of the movie experience. Our activation at San Diego Comic-Con took this connection even further, bringing thousands of passionate fans aboard the IMDboat for an exclusive, high-energy experience filled with surprises, swag, and, of course, free pizza. The result? A surge of engagement, both in person and across social platforms, as fans eagerly shared their experiences, amplifying DiGiorno’s presence in the entertainment space.

By tapping into Deadpool’s signature irreverence, we reinforced the brand’s role as the perfect sidekick for movie nights, creating an emotional connection that extended beyond the big screen. More than just a campaign, this was a moment that strengthened DiGiorno’s place in the hearts—and shopping carts—of a highly engaged, entertainment-driven audience.