The bureau’s USA Pears brand debuted the pizza campaign in 2019. It includes a consumer contest on social media, working with restaurants throughout the U.S., pizza recipes from influencers/bloggers, and retailers posting pear pizza ideas.
The #pearpizza campaign highlights the sweetness and soft texture of pears as a complement to savory flavors of pizza, according to a news release.
The COVID-19 pandemic has increased the popularity of making pizzas at home, according to the pear bureau, with 30% of Americans eating pizza at least once a week. Consumers are looking for creative yet easy-to-make recipes.
"We were blown away by the enthusiastic response to pear pizza from consumers, foodservice professionals, influencers and retailers last season, and we have seen increased usage and enthusiasm in pears as a pizza topping in the past year,” Neil Ferguson, USA Pears creative marketing manager, said in the release. " … There are endless combinations when it comes to creating a pizza with pears, and we feel that the time is ripe for consumers to have some fun in the kitchen with their own culinary creations."
A consumer social media contest started Oct. 1, in which entrants take pictures of pear pizzas they made or ordered at a restaurant.