- Solo Stove is taking pizza-making underground for a livestreamed stunt from Alabama’s Majestic Caverns, in line with a news release.
- The “Deepest Dish” event will see the outdoor lifestyle brand descend 10 stories into the historic cave system to host a deep-dish cooking class with chef Matt Frampton. Solo Stove claims the event, which promotes its pizza oven and iron cookware set, is potentially the deepest location a deep-dish pizza has ever been cooked or eaten.
- Viewers can catch the broadcast on Facebook on Friday starting at 6 p.m. CT and enter to win prizes. The adventure-themed content builds on a more aggressive marketing strategy for Solo Stove that’s also included high-profile celebrity partnerships and recent agency appointments.
Solo Stove continues to show up the gas on splashy marketing to attract customers to its line of out of doors products that features the portable Pi Prime oven and Pi forged iron cookware. The “Deepest Dish” event has an adventurous flare, with an idea and promotional materials recalling genre classics like “Journey to the Center of the Earth.” At the same time, the social media livestream seeks to be educational, showcasing how consumers can use Solo Stove’s offerings to make higher deep-dish pizza no matter where they’re.
To that end, the Solo Brands-owned company has tapped Frampton to guide the subterranean cooking class going down in Majestic Caverns, a visually striking tourist attraction also referred to as “Alabama’s Big Cave.” The Urban Slicer Pizza Worx chef is a licensed pizzaiolo, meaning he’s received formal training on tips on how to best prepare pies. During the event, Solo Stove will post exclusive giveaways, discounts and prizes, including a Pi Prime and cookware bundle.
Solo Stove began receiving wider attention late last yr after unveiling a partnership with rapper and prolific pitchman Snoop Dogg. An initial announcement generated excitement as Snoop teased he was “giving up smoke,” resulting in speculation that the artist well-known for his love of cannabis was putting the habit behind him. It was eventually revealed that the statement was in relation to his preference for Solo Stove’s smokeless firepit, not weed, a rug pull that generated quite a lot of positive media chatter.
The effort developed with The Martin Agency later caused a stir after an executive at parent company Solo Brands stated that the campaign didn’t deliver the expected sales bump, with heavier marketing investments impacting financial performance. However, the firm noted that the celebrity-led push — Solo Stove’s first national promoting play — did raise brand awareness and connect with recent audiences, which it has positioned as a win. In January, Solo Stove also launched its first ambassador team, a gaggle that features chef Ann Kim and outdoorsman Zachary Fowler that’s separate from the Snoop Dogg work.
Solo Brands kicked off the yr with a leadership change and has adjusted the agency roster for its flagship brand. Solo Stove in March named indie shop PMG its media agency of record, with the goals of improving marketing efficiency, increasing demand and deepening consumer connections. The AOR relationship leverages PMG’s Alli data-driven marketing technology platform.
“The Solo Stove brand and its leading portfolio of out of doors products have catapulted into the cultural conversation,” said George Popstefanov, founder and CEO of PMG, in a press release around the appointment last month. “We need to capture that interest by pairing it with a strategic, data-informed media strategy to provide it the pull-through it needs to assist scale its growth through customer acquisition and increased brand engagement. We’re enthusiastic about the possibilities of what we will do together.”
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