This morning, I shot the new lechon pizza of Greenwich, a new offering for the holidays among many other things that I was tasked to shoot. Client has already launched the product to the public so I am allowed to talk about it. But that’s not what I came to express in this blog post.
The pizza is deliciously and sinfully good. The base of the dough is drowned in lechon sauce and topped with cheese. On top of the cheese are several pieces of lechon kawali – pig meat and skin combined to give you that chewy and crunchy texture. The crust itself is baked with garlic. Red bell pepper strips to garnish.
I gobbled up three slices of this wonderful dish during the event. Twenty minutes later I wind up at a friend’s office across the street from Greenwich Ayala Avenue for a meeting. I tell him about the ever so sinful “lechon kawali” pizza and they order two boxes for the staff. The verdict? Winner. (yeah yeah I finished three more slices. I’m such a lechon.)
That night I drop by an event for Samsung at the Manila Peninsula. Over dinner with other members of media, I start a nonchalant conversation of “guess what I had for lunch a while ago?” The already famous lechon pizza conversation made its way through the 5 Star Buffet meal at the presidential suite. It was absurdly funny and incited curiosity.
Viral marketing works for products when the item in scrutiny has a tinge of peculiarity to it. Sometimes, peculiarity is bred by what is known as the invisible obvious, if I were to borrow the term from Andrian Lee. The lechon pizza is really nothing more than the FIlipino version of an all meat pizza. Pecuiar. But obvious.
Curious to try the lechon pizza? Dial 55555 for deliveries anywhere around the country.
For foreign readers, here is the definition of lechon:
Lechón (Tagalog: Litson and Cebuano: Inasal) is the Spanish word for suckling pig. In the Philippines, it connotes a whole roasted pig, lechón baboy. Chicken and beef, are also popular. The process of lechón involves the whole pig/piglet, chicken, or cattle/calf being slowly roasted over charcoal. [Wikipedia]
