REN ULTRA PREMIUM VODKA X MAKER PIZZA
DevelopED a regional, PR-led integrated marketing campaign to increase awareness of REN Ultra Premium Vodka in Ontario.
Cocktail culture follows the same path as fashion — every trend starts with those in the know before hitting the mainstream. In December 2024, British Vogue declared the dirty martini the new “it-girl drink” of the season, with celebrity tastemakers like Hailey Bieber helping fuel its accelerated rise in popularity in 2025 with entire Instagram accounts dedicated to the briny cocktail.
INSIGHT.
Tapping into the cultural resurgence of the dirty martini, we secured a partnership with Toronto’s iconic Maker Pizza to launch a Dirty Vodka Martini Pizza for National Martini Day (June 19). Available for four days across all six GTA locations, the collaboration was amplified through Maker Pizza’s owned channels (web and social), alongside a mix of earned and paid tactics — including co-branded ‘Eat Your Martini’ pizza boxes, media relations, sponsored Instagram Reels, digital promotions, influencer seeding, and an UberEats “Happy Hour” partnership — ultimately driving buzz and visibility for REN throughout the activation window.
APPROACH.
7M
Regional Media Impressions (UMV)
Pizzas Sold
559
Social Impressions
3M
Digital Impressions