A pizza restaurant in Brighton has been inundated with pineapples following a viral promotional offer that has captured the public’s attention. Fatto a Mano, which operates three branches in Brighton and Hove and another three in London, promised a free pizza to anyone who brought in a pineapple. The promotion is meant to highlight the restaurant’s new pizza, the Bella Disgrazia, a controversial creation topped with the tropical fruit.
The offer has gained unexpected traction online, with social media users embracing the playful nod to the ongoing debate about whether pineapple belongs on pizza. Despite outrage from food purists, particularly Italians, the campaign has proven to be a viral success.
So much so that some residents of Brighton have reported difficulty finding pineapples in local stores, as demand for the free pizza soars.
Izzy England, marketing manager at Fatto a Mano, admitted that the restaurant was caught off guard by the campaign’s success. “We were expecting a lot of pineapples,” England said, “but the response has been overwhelming. We certainly have more than we anticipated!”
Initially, the plan was to use most of the donated pineapples for their Bella Disgrazia pizzas, with any excess intended for donation to food banks and charities, including The Real Junk Food Project. However, as the campaign’s popularity grew, the team realized a more extensive plan was needed.
To manage the surplus, Fatto a Mano has partnered with FareShare, a food distribution charity with a depot in Brighton. So far, the restaurant has donated over a tonne of pineapples to the charity, which in turn has distributed them to local food banks and community organizations, including Littlehampton Community Fridge, Bevendean Foodbank, and William Collier House YMCA.
“We’re thrilled to be able to make use of the pineapples in a meaningful way,” England said. “A regular customer even told us her father runs a food bank at the Holland Road Baptist Church, and they’re using the pineapples to make desserts for their community.”
The promotion, which runs until March 30, shows no sign of slowing down, and Fatto a Mano remains open to further suggestions on how to distribute the growing supply of pineapples.
For those looking to try the Bella Disgrazia pizza, it’s available at Fatto a Mano’s locations in Gloucester Road and London Road in Brighton, and Church Road in Hove.
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