THE LABOR INDUCING PIZZA
It all started with a Facebook message from a new mom claiming that she had gone into labor after eating my client’s Buffalo Chicken Pizza. Not only had she gone into labor within 24 hours of eating this magical pizza, but so did four of her friends as well in years past. I saw this as a feel good viral news opportunity. I whipped up a press release, nicknaming the pizza “The Inducer” and a few photos, then shot it off to all of my regional press contacts. Before we knew it the story had taken off and became a national and international story leading to a segment on Good Morning America and featured on Kelly Ripa’s show Live! With Kelly. as well as several other publications. Three years later we have developed an Inducer onsie that is now on sale to all new moms, bottled the sauce and created an extra revenue stream for my client, Hawthorne’s NY Pizza & Bar.