“The Great Frozen Pizza Expedition” is a new media promotion launched by Minnesota-based brand Freschetta, in which residents of the United States’ northernmost point, Angle Inlet, Minnesota, are delivered a large freezer full of 150 Freschetta pizzas across a frozen lake by a team of 12 sled dogs. Content from the activation, produced for the Schwan’s Consumer Brands company by TBWA\Chiat\Day Los Angeles, will run across Freschetta’s social channels, including YouTube, Instagram and Twitter.
The ad agency’s video creatively portrays residents of the isolated town seizing the opportunity to conveniently grab free samples of Freschetta pizza without undertaking the hassle of a 120 mile round-trip across two US-Canada borders to a grocery store.
The Freschetta pizza freezer is positioned at local snowmobile club, The Northwest Angle Edge Riders, for residents to enjoy. The freezer will stay with the club, as its premises are the heart and soul of the small town during on and off-season months.
So why, you may ask, is this US town situated within the geographical confines of Canada? Well, it’s due to a mapping error in the 1783 that Angle Inlet is the northernmost point of the contiguous United States of America, locked between Canada and a lake.
Unpredictable weather conditions, like 30-mile-per-hour winds, make even the most simple of life’s tasks more difficult for its residents.
“Some of the challenges of living up here include getting fuel, supplies and groceries… it’s just not right around the corner,” explained Ben Johnson, a local contractor. “In fact, the journey to the grocery store can take up to five hours. Now, Freschetta pizza and ‘The Great Frozen Pizza Expedition’ are bringing tasty frozen pizza made with high-quality ingredients to the residents of Angle Inlet in the most Minnesota way possible.”
