Reinventing the TikTok experience with Pizza Salvatoré

Rolled out across Quebec, this slightly offbeat initiative turned every Salvatoré pizza box into a self contained interactive activity. The goal was to energize their presence on TikTok, create an interactive experience for customers, and strengthen brand awareness through a custom game accessible via a web app.

Their business goals

• Offer a free interactive experience to their loyal customers
• Respect and extend their vibrant visual universe
• Showcase the brand through gamification
• Stand out from the competition with an innovative concept
• Spark communication through play and build stronger ties with the community

Our creativity

What if a simple pizza box became the gateway to a mystery? The idea was sparked by a question raised during the brief: how could Salvatoré engage its massive TikTok community in a different way?

The answer was to turn viewers into investigators. Inspired by the brand’s bold energy and confident tone on TikTok, we created a pop, funny and slightly retro world led by P.P. Ronny, an investigator specializing in crimes against pizza. The concept is built around a strong central mechanic: each clue leads to a TikTok video produced specifically for the investigation. Players are no longer just watching the content. They analyze it, scrutinize it, and actively use it to solve the mystery.

Our tactics

To roll out the experience on a large scale, we focused on a simple and impactful integration: a QR code printed directly on every medium Salvatoré pizza box across Quebec. This entry point led to a custom web app, accessible without installation and designed as a turnkey interactive quest.

Our team handled the full game development, including the storyline, puzzles, video clues, humorous narration, filming and editing, to deliver a cohesive and engaging experience. The project was also synchronized with TikTok through videos produced specifically for the investigation and integrated as game mechanics, guiding participants with interactive prompts. Finally, the addition of an appealing contest, featuring weekly prizes and a year of free pizza, significantly boosted participation and audience engagement.

The result

A mysterious pizza marked with a pepperoni question mark sets off a wild investigation. With help from the famous P.P. Ronny, players dive into Pizza Salvatoré’s TikTok videos to spot clues and suspects. Each correct answer brings them closer to the culprit and to a chance to win free pizza for a year.

Very strong participation rates in the first few weeks, with clear momentum driven by shares
Notable increase in engagement on TikTok videos tied to the game
Artistic consistency praised by the client, strengthening brand image
A new interactive relationship between Salvatoré and its customers, with more photos and social interactions
A memorable experience that turns an everyday purchase into a playful activity

Client testimonial

« This campaign imagined by Charlie Tango’s creative team fits perfectly with our vision of showcasing creativity and innovation while responding to our customers’ needs by strengthening our brand image. We are delighted to offer this unique experience to our customers and to build a true Salvatoré community.

Early results show strong enthusiasm from our customers, with many photos shared on social media. This initiative has created a new, dynamic relationship with our clientele, who are enthusiastic and actively engaged in this one of a kind experience. »

— Élisabeth Abbatiello,
Vice President Communications and Brand Visibility, Pizza Salvatoré