Tombstone Takes Advantage of Timely Name

The producers of Tombstone Pizza report that sales shoot upward around Halloween, an increase attributed to an advertising and marketing campaign highlighting the brand’s unusual name. Kraft Foods said sales of the frozen pizza rose 32% during the last week of October 1996, thanks in part to ads that asked: “What do you want on your Tombstone?” Acceptable answers are pepperoni or extra cheese. Kraft has taken a similar advertising approach this year. The company said it began advertising heavily around Halloween after discovering that demand rises as the holiday approaches.