Why every brand is now its own media company, featuring Prince Street Pizza

"“I think every brand is their own media company,” Longo said. This frames original programming as a core brand capability rather than a one-off marketing tactic. The approach connects storytelling to business growth, positioning content as a way to build recognition and momentum while expanding locations. It also implies that brands must plan for ongoing production and audience engagement, not just occasional posts or campaigns."

"Prince Street Pizza has been putting out episodes of “Delivering Happiness,” a YouTube series starring actor Nick Turturro. Lawrence Longo, the CEO of Prince Street Pizza and Irv's Burgers, is the brainchild behind “Delivering Happiness,” having gotten his start as a film producer before getting into the restaurant industry. Prince Street Pizza is in the middle of expanding nationwide - new locations are opening soon in Nashville and Charleston - and the show is part of the company's brand awareness strategy."

"This episode gets into: The time and investment needed to create consistently viral moments. The logistics behind pulling off a project like “Delivering Happeniness.” Why brands should not expect authentic content to drive instant sales. These points connect content creation to operational planning and realistic outcomes, emphasizing that production effort and execution complexity matter, and that sales impact may be delayed rather than immediate."

Viral vertical video and social media series drive demand for new content, leading brands to create original programming. Gap Inc. created a chief entertainment officer role to lead a “fashion-tainment” strategy. David’s Bridal launched “Breaking Bridal,” documenting nontraditional weddings. Prince Street Pizza produced “Delivering Happiness,” a YouTube series starring actor Nick Turturro, as part of a brand awareness strategy during nationwide expansion. The project is tied to storytelling experience from a film producer background. Consistently viral moments require time and investment, and projects like the series involve complex logistics. Authentic content should not be expected to generate instant sales.

Read at Modern Retail