DiGiorno brilliantly reimagines ‘The Sound of Music’ as a pizza musical

The hills are alive with the sound of branding.


Aja Romano


Published Dec 6, 2013   Updated Mar 2, 2020, 11:43 am CST

Ham, pepperoni, and sausage on thin crust… may not have been on Maria von Trapp’s favorite things this Christmas season, but that didn’t stop DiGiorno Pizza from getting in on the fun last night when NBC’s live staged performance of The Sound of Music aired.

The frozen pizza manufacturer joined in the rest of the nation Thursday night (18.5 million viewers!) as Carrie Underwood and Audra McDonald took the stage for a special production of the holiday classic.

As soon as the show kicked off, so did DiGiorno:

The pizza company seems to be taking a page from Denny’s social media book. It’s styling itself as the crotchety old guy in the back of the bar who can’t stop yelling at things. In the case of the Rodgers & Hammerstein musical classic, some of its efforts were, well, forced…

But its enthusiasm was obvious.

The hunt is on for whoever’s behind the Twitter account. A spokesperson told BuzzFeed, “I will say this was an unplanned event. That the brand trusts me and my agency with the account. And that trust is what makes moments like this possible.”

The company’s marketing campaign comes after a year of whimsical moments from corporations interacting with the public, some less real than others. We’re hopeful this will lead to a long line of DiGiorno holiday livetweets. How the Grinch Stole Deep Dish? Mary Toppings? The Night Before Thin Crust?

Or maybe they can just stick with musicals. We hear Sondheim has a documentary coming up. Scintillating 20th-century malaise mixed with internal rhymes and a pizza company trying to style itself as a pop culture junkie? What could possibly go wrong?

On second thought, forget we asked. Just send in the pepperoni rounds.

Photo via Wikipedia

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*First Published: Dec 6, 2013, 12:54 pm CST