Tasked with driving awareness and understanding of the new, improved pizza bases within the patient audience, Liquorice developed a lifestyle focussed campaign to meet the client brief. Using social media, advertising and direct mail, the integrated campaign helped the brand increase reach by attracting new consumers, as well as converting known competitor users to the improved product through a free trial. Using a creative theme based around family, and Great Nights In, consumers were recruited, sent a product sample which included some movie themed pizza toppings under a Glutafin Great Nights In creative idea, with a promotion to win a TV. Using social media as the response channel, participants in the trial posted their own movie inspired pizza toppings on Facebook to enter the competition. Results to date show growth in both volume and market share.