The DiGiorno Pizza Twitter account ended its self-imposed social media exile today, sending its first tweet since a real-time marketing disaster more than three weeks ago.
On Sept. 9, the account joined the #WhyIStayed discussion with an unfortunate “You had pizza,” not realizing that the hashtag was being used as a forum for talking about domestic abuse. The topic was spiking in the aftermath of the release of the video showing Ray Rice punching his then-financee Janay Rice.
Immediately realizing his or her mistake, the DiGiorno social media person deleted the tweet within minutes and apologized. The account spent the next 24 hours apologizing on Twitter to any user who raised the issue.
That response was seen as a smart way for a brand to act after making an error on social media. The rest of the month, the account was been almost entirely quiet, only tweeting apologetic replies and occasional customer service responses.
Today, DiGiorno returned, wit intact:
So, October is National Pizza Month? I thought that was every month HAHAHAHA seriously tho #NationalPizzaMonth — DiGiorno Pizza (@DiGiornoPizza) October 1, 2014
And the account’s fans were happy:
@DiGiornoPizza YES THE KING OF TWITTER & GOLDEN CRUST RETURNS! GLORY TO THE PIZZA OVERLORDS! — Jared (@Megas770) October 1, 2014
@DiGiornoPizza Hope it's the same person behind the account. Welcome back. You've engendered brand loyalty. — Jacob York (@jkobbster) October 1, 2014
@digiornopizza It's about damn time you guys came back to life! I hope it's still the same person behind this account! — Kri§y (@KrissyL47) October 1, 2014
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