GRADI GROUP
CONSUMER FOR GRADI GROUP
400 Gradi / Zero Gradi / Di Francesco Cucina / Gradi at Home
The Digital Overhaul
The Brief
In 2014, 400 Gradi won Best Margherita Pizza in the world and brought the traditions of Naples to Melbourne.
An award-winning pizza institution with such high accolades, Gradi needed a refreshed digital presence to reflect its stature in 2024.
The Approach
A comprehensive strategy that positioned Gradi as the authority on pizza, centred around storytelling and educational content led by founder Johnny Di Francesco - complemented with elevated imagery and engaging video.
Services
360 management across Gradi Group’s brand portfolio:
400 Gradi, Zero Gradi, Gradi at Home and Di Francesco Cucina.
/ Full-service marketing management
/ Social media strategy
/ Content production
/ Influencer outreach
Content / Founder Led
‘Dough Diaries’ - Signature series development
Leveraging founder Johnny’s passion and expertise, we created an educational content series all about dough - providing insider knowledge on how their award-winning pizza is made. With an aim to build brand awareness & community, we reinforced Gradi as the expert in pizza.
Results
/ 500 > 10k TikTok followers
/ A highly engaged community
/ Consecutively sold out Pizza Masterclasses solely from organic content
Results / Social Media Metrics
Dough Diaries / Stretching The Dough
+ 72,500 views
+ 1,600 likes
+ 1,600 saves
+ 622 shares
Content / Stills
Coles Frozen Pizza Teaser / Launch Campaign
+ 160,000 views
+ 865 likes
+ 1,800 saves
+ 85 shares
Gradi Pizza Sauce / 2 Ingredient Recipe
+ 219,000 views
+ 3,100 likes
+ 2,640 saves
+ 1,860 shares
