H-E-B’s South Flo Pizza

Multi-channel Campaign

A woman with long black braids, smiling and holding a slice of pepperoni pizza, sitting at a table with a pizza box, a bottle, and a can.

Flyer with chalk drawings of pizza, apple, ruler, and puzzle piece announcing a contest called "Slice of Gratitude" for educators, with entry instructions due by August 25th.

Two young men sitting on a blue couch, sharing a pizza. One is holding a slice of pizza and smiling, while the other, wearing a black cap and jewelry, is also smiling. There are gaming controllers and pizza boxes on the table in front of them.

A table with a checkered red and white tablecloth, holding a pizza box, a white plate, a metal bucket with ice and canned beverages, and an American football.

Two women having a picnic outdoors on a yellow blanket with autumn leaves. There is a pumpkin, a pizza box with a pepperoni pizza, a glass of red wine, and a wicker basket on the blanket.

Context: South Flo Pizza, an innovative H-E-B restaurant concept, had quickly become a local favorite but needed to build brand awareness and social media presence during the competitive back-to-school season from July to October, targeting parents, students, group hosts, and teachers across diverse communities.

Challenge: I was tasked with developing and executing an integrated marketing campaign to surpass the goal of reaching 5,000 followers by the end of 2024 while positioning South Flo Pizza as the go-to choice for busy individuals and families seeking convenient, delicious dining options during the fall season.

Approach: I developed a comprehensive multi-channel strategy combining targeted paid advertising, influencer partnerships, community giveaways, and organic content. For paid ads, I created three distinct ad sets tailored to specific audiences: sports enthusiasts highlighting game-watch parties, male audiences emphasizing pizza and gaming sessions, and parents showcasing quick family meal solutions. I strategically partnered with eight diverse creators across three segments—mom influencers for back-to-school transitions, mid-20s to mid-30s creators emphasizing variety and convenience, and a student creator highlighting study-period dining options. I orchestrated community-focused giveaways, including an August initiative offering school supply funds and pizza parties to three educators in major city locations, with a second sports-themed giveaway planned for tailgating season. Throughout the campaign, I balanced trendy, engaging organic content with messaging reinforcing South Flo Pizza's core pillars of convenience, community, and variety.

Outcome: The campaign exceeded expectations, surpassing the 5,000-follower goal well ahead of schedule by the end of 2024. Through the strategic combination of paid advertising, influencer collaborations, community engagement initiatives, and compelling organic content, South Flo Pizza successfully captured the attention of its target audiences, established itself as a community-connected brand, and built significant momentum heading into the competitive fall dining season.