A Feast For the Eyes: Edible “Pizza-Kini” Makes a Huge PR Splash for Villa Italian Kitchen
Selling for a cool $10,000, this handcrafted bikini is made with mozzarella, tomato sauce and meat and veggie toppings.
The edible Pizza-Kini can only be special-ordered on July 5, National Bikini Day.
Thinking of giving up pizza for bikini season? Villa Italian Kitchen is making that even harder with the new Pizza-Kini, a swimsuit that is literally made out of pizza.
In an ingenious marketing move that spawned an explosion of publicity, the restaurant chain partnered with food stylist Jessie Bearden to design and create this handmade edible bikini, which sells for a not-so-appetizing $10,000. The Pizza-Kini is made from 100% whole-milk mozzarella, sauce made from California tomatoes and various toppings. Oh, and if you’re thinking, “Hey, they forgot the crust,” think again: The trimming around the swimsuit’s edges is crafted from hand-braided pizza dough.
In a Villa Italian Kitchen press release, Mimi Wunderlich, the chain’s director of communications and digital marketing strategy, said the company “wanted to celebrate items that Americans truly love. After a few brainstorming sessions, and with assistance from [Bearden], the Pizza-Kini was born. We look forward to providing this unique style to the pizza- and bikini-loving public this summer—we are confident it will be a hit!”
The Pizza-Kini can be customized with a choice of toppings, including pepperoni, sausage, peppers and onions, and is tailored to the client’s figure. “The cost of the Pizza-Kini includes an initial consultation and measurement session, creation of the customized suit—including topping preferences—and final fitting,” the company states.
That’s why the Pizza-Kini is a limited-time offer; customers can only order the bikini on July 5, also known as National Bikini Day. Orders can be placed by sending a direct message through Villa Italian Kitchen’s Facebook page.
Then there’s the little matter of shelf life. The bikini will reportedly only keep for one week, and you probably shouldn’t wear it into the water. It’s not that kind of swimsuit.
The Pizza-Kini may not be your swimsuit of choice for your summer beach vacation, but it has reaped a whirlwind of positive PR for Villa Italian Kitchen. In addition to MSN.com, it was featured on news and entertainment websites ranging from Delish to Time, People, USA Today and Food & Wine. Villa Italian Kitchen even produced a behind-the-scenes video of the Pizza-Kini photo shoot for social media.