# On-Foot Pizza Delivery Sodo Pizza Cafe's Foot Delivery Service Leverages Guilt to Improve Health By Alyson Wyers | Published 2016-03-28 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/foot-delivery References: [springwise](http://www.springwise.com/healthiest-pizza-delivery-service-ever/) & [sodopizza](http://sodopizza.co.uk/) In a scheme that is supposed to make you feel guilty when you order pizza, this on-foot delivery service allows customers to track the progress of their super healthy delivery runners via livestreamed video. Based in London, Sodo Pizza Cafe uses Periscope to show people at home the on-foot delivery person. This not only serves to reduce the carbon footprint of the company and instil greener practices, it also "adds on guilt as an extra topping." This move follows the UK approval of a [sugar tax to curb childhood obesity](https://www.trendhunter.com/trends/dominos-menu-items). This program could encourage people to get active after consuming their take-out. Sodo Pizza Cafe partnered with creative agency TBWA London to create this campaign. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 78% | Activity: 84% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **On-foot Delivery:** Opportunity to leverage livestreamed tracking technology for on-foot delivery services, reducing carbon footprint and promoting healthier practices. - **Guilt-driven Marketing:** Opportunity to incorporate guilt as a marketing strategy to encourage healthier choices and sustainable practices. - **Hyper-transparency:** Opportunity to embrace livestreamed video to provide customers with real-time visibility and build trust in the delivery process. ### Industries Being Reshaped - **Food Delivery:** Opportunity for food delivery companies to adopt on-foot delivery methods and enhance sustainability efforts. - **Health & Wellness:** Opportunity for health-focused industries to partner with food delivery services and promote active lifestyles after consuming take-out. - **Creative Agencies:** Opportunity for creative agencies to collaborate with businesses on guilt-driven marketing campaigns and innovative delivery strategies. ## Related on Trend Hunter - [Weight-Loss-Focused Pizza Deliveries](https://www.trendhunter.com/trends/glp1friendly-pizza.md) - [Pizza Craving Campaigns](https://www.trendhunter.com/trends/emergency-pizza.md) - [Pizza-Themed Spas](https://www.trendhunter.com/trends/pizza-spa.md) - [Pizza-Focused Climate Campaigns](https://www.trendhunter.com/trends/pizza-futures.md) - [Climate-Friendly Pizzas](https://www.trendhunter.com/trends/plizza.md) - [Timely Delivery-Centric Billboards](https://www.trendhunter.com/trends/pizza-pizza-4.md) - [Lightning-Fast Delivery Campaigns](https://www.trendhunter.com/trends/spot-the-biker.md) - [Resolution-Inspired Pizza Promotions](https://www.trendhunter.com/trends/marcos-pizzas.md) - [Warming Delivery E-Bikes](https://www.trendhunter.com/trends/dxb-delivery-bike.md)