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

The hills are alive with the sound of branding.

 

Aja Romano

Business

Published Dec 6, 2013   Updated Jun 1, 2021, 12:25 am CDT

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.

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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.

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

#TheSoundOfMusicLive Can’t believe pizza isn’t one of her favorite things smh

— DiGiorno Pizza (@DiGiornoPizza) December 6, 2013

Dough, Ray, Me = Pizza party with me and a guy named Ray. #TheSoundOfMusicLive

— DiGiorno Pizza (@DiGiornoPizza) December 6, 2013

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DOUGH a crust an unbaked crust RAY, a guy that likes pizza ME a pizza liked by a guy named ray FAH no idea what fah is SO so LA a city T tee

— DiGiorno Pizza (@DiGiornoPizza) December 6, 2013

hey guys, next time you’re scared of a storm make a few pizzas instead of waking up the whole house yodeling #TheSoundOfMusicLive

— DiGiorno Pizza (@DiGiornoPizza) December 6, 2013

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…

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THE KITCHEN IS ALIVE, WITH THE SMELL OF FRESH-BAKED PIZZA #TheSoundOfMusicLive

— DiGiorno Pizza (@DiGiornoPizza) December 6, 2013

CLIMB EVERY MOUNTAIN, FORD EVERY STREAM, FOLLOW EVERY RAINBOW, UNTIL YOU FIND A SUPREME (PIZZA FROM DIGIORNOOOOOO) #TheSoundOfMusicLive

— DiGiorno Pizza (@DiGiornoPizza) December 6, 2013

But its enthusiasm was obvious.

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MARIA IS THE CRUST HOLDING IT ALL TOGETHER, WHY CAN’T YOU SEE THAT MAX #TheSoundOfMusicLive

— DiGiorno Pizza (@DiGiornoPizza) December 6, 2013

YOU GOTTA LOVE THE PIZZA THAT’S ALREADY IN YOUR HOUSE, RIGHT CAPTAIN? #CloserToYourHeart #MmHmm #TheSoundOfMusicLive

— DiGiorno Pizza (@DiGiornoPizza) December 6, 2013

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.”

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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