A wacky PR pitch has earned its weight in gold cheese after making the rounds online.
Villa Italian Kitchen recently announced a party option for parents-to-be: A gender-reveal lasagna.
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Want a fun way to reveal the gender of your baby? Our Gender Reveal Lasagna is your answer! Celebrate your family’s new addition with our catering package which includes a cheese lasagna with a pink or blue interior, garlic rolls and salad. Share your reveal with #LasagnaReveal and you’ll be entered for a chance to win a FREE catered meal! http://www.cateringbyvilla.com/ (link in bio) . . . #pizzalife #pizzalove #instafood #italianfood #yummy #amazing #instagood #photooftheday #pizzalife #cheese #lovepizza #recipe #delish #delicious #foodpic #foodpics #instagood #foodgasm #instagramhub #thankful #eeeeats #nomnomnom #babyshower #babyshowerideas
The dish, which includes a “secret pink or blue interior” enclosed inside layers of cheese, Alfredo sauce and imported Italian pasta, serves 12 people and comes with garlic rolls and a Caesar or Greek salad. The meal will set you back $140, but news of your baby’s gender should spread like wildfire online.
That is, if your gender reveal party takes off like Villa’s PR pitch.
KSAT 12 producer Ellie Holmes declared the pitch to have “possibly the best subject line in an email”:
Possibly the best subject line in an email ever:
"Gender Reveal Lasagna?! – Villa Italian Kitchen Invites Guests to Celebrate their Bundles of Joy with Boatloads of Cheese!"
— Ellie Holmes (@ellierosetx) January 22, 2019
Journalist for Philadelphia publication The Inquirer said the pitch was a “clear frontrunner” for the year:
It’s early, but this pitch for gender reveal lasagna is a clear frontrunner for best of 2019. Step it up, people pic.twitter.com/y58gv9T7tP
— Allison Steele (@AESteele) January 22, 2019
Take hope, PR pros: 2019 has just begun, so there is time for you to beat this zany pitch.
Though a few journalists (perhaps sarcastically) lauded the pitch, several others tweeted their confusion and distaste for the press release about colored cheese:
This PR pitch for a 👶 Gender Reveal Lasagna with blue *or* pink cheese is all kinds of … I'll let you fill in the blank. 🤔
— Jessica Banov (@jessicabanov) January 22, 2019
done w this world, just let me die and bury me inside a
— Rachel Sanders (@rachelysanders) January 22, 2019
Just got a fun email about “gender reveal lasagna”🤔🤔
Oh, & it included this awesome (& appealing..??) pic of said lasagna.
Like…. whyyyyy!!!!🤦🏻♀️ pic.twitter.com/kRxldQQUSm
— Ellie Mirmazaheri (@ellie_mir) January 22, 2019
this is what broke me today https://t.co/NNv0HyqZkp
— julia reinstein 🚡 (@juliareinstein) January 22, 2019
Just got a PR pitch in my inbox for "Gender Reveal Lasagna?!" pic.twitter.com/ZL7tbMZzeU
— Sara Gregory (@saragregory) January 22, 2019
"Villa Italian Kitchen is proud to announce the addition of an exciting new catering package: the world’s first-ever Gender Reveal Lasagna!"
— big LA Rams fan🐏 (@JakeGallant14) January 22, 2019
Stop this now. This has gone too far. https://t.co/Ebwf4uZUhU
— Ishani Nath (@ishaninath) January 22, 2019
News of the pitch spread on Twitter, grabbing strong responses—which could have contributed to the number of headlines it also received. Articles about the dish appeared in Complex, New York Post (which called it “gross”), Deseret News, Today.com and NJ.com (which said it went “a fork too far”) and more.
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Yes. It. Is. Thanks to @TODAYshow for this piece on our new #LasagnaReveal (link in bio) . . . #pizzalife #pizzalove #instafood#italianfood #yummy #amazing #instagood#photooftheday #pizzalife #cheese#lovepizza #recipe #delish #delicious#foodpic #foodpics #instagood #foodgasm#instagramhub #thankful #eeeeats#nomnomnom #babyshower#babyshowerideas
The other reason the weird PR pitch landed well was probably due to the popular trend Villa newsjacked. Villa even added a hashtag to its announcement: #LasagnaReveal.
Gender-reveal parties have become more over-the-top lately: Expectant parents have shot a target with a gun loaded with colored gunpowder, had an alligator eat pink or blue Jell-O, smashed eggs on each other’s foreheads and used a monster truck to drop blue balloons at a Monster Jam event.
While these gender reveal parties frequently go viral, it’s sometimes because the reveals go awry. The couple who shot at a target with sparked a massive wildfire in Arizona that destroyed 45,000 acres of land and cost $8 million in damage. (and, it’s a boy!) The alligator gender reveal included a scary moment when the gator wanders toward a child. One gender-reveal party ended in a fight at an Ohio Applebee’s, according to Fox 8 Cleveland.
Despite the snarkiness on Twitter and negative headlines, the pitch is doing exactly what it was intended to do: Grab attention and spark conversation.
What do you think of the pitch, PR Daily readers?