Slice’s mission is to give local pizzerias access to the same essential tools as the national chains – technology, marketing, supply chain and support - without compromising the heart, the independence (or the flavor) of the pizzeria.  

Through a first-of-its kind in the pizza world partnership with Universal Ads, Slice is bringing the power of premium TV advertising to independent pizza shops.

“Our customers seeing our ad on TV and commenting about it on social media was very exciting for us. Being able to advertise on TV during the Olympics was an unforgettable moment for our business that we never imagined would be possible.” - Camillo, Owner, Camillo's Italian Restaurant Pizzeria & Bar

The Goal: 

Bring local pizzerias to TV – and prove that TV can drive real, incremental business impact – including both in-flight order volume increases and post-flight local halo effect.  

Primary KPIs included: 

• Order Lift
• ROAS 
• Average order value 

How the test worked: 

Universal Ads conducted a difference-in-difference analysis, matching each participating pizza store with a comparable control store that did not receive Universal Ads TV exposure. Performance was evaluated both before and after the campaign and benchmarked against each store’s control to isolate incremental impact. 

• Stores were matched and weighted by size to ensure results reflected the causal effect. 
• Each store targeted one to two hyper-local zip codes, ensuring ads reached the customers most likely to order. 

The Results: Universal Ads brought local pizzerias to the big screen, in their local area, and the results reflected it.

Campaign highlights included: