2024 Winner

CASE SUMMARY

For 50 years, Pizza Pizza has built its success on easy availability
and promotional pricing.

But although the brand has passionate fans, many still see it as the “cheap” pizza. As one focus group participant said, “When I tell people Pizza Pizza is my favourite pizza, I get s--- for it.”

Their task was to launch a new brand platform to give people a reason to love Pizza Pizza beyond its tasty food. Then, because actions speak louder than words, to roll it out with a yearlong series of activations.

What makes Pizza Pizza unique?
It’s everywhere.
It’s eaten by everyone.
It caters to everyone with a broad menu.
Their franchisees usually own just one or two stores and are often newcomers.

Pizza Pizza is the pizza of the people. It’s an inclusive brand by the broadest definition — the brand that makes sure everyone’s having a good time. It’s not fancy. It doesn’t need to be.

So they refined Pizza Pizza’s brand platform into a new ethos: “Everyone deserves pizza.” They elevated Pizza Pizza beyond price and cheese to turn it into a brand people would be proud to love.

They launched “Everyone Deserves Pizza” in two phases.

They began with an integrated campaign to introduce the new platform.

Each piece featured a pizza pie chart labelled with whimsical segments of the population. No matter how many slices there were, the pie charts always added up to 100% because everyone deserves pizza.

In phase two, they followed with a series of actions to prove Pizza Pizza
meant what they said.

FIXED RATE PIZZA: Because everyone deserves pizza, even when times are tight, they introduced the Fixed-Rate Pizza. Launched days after a steep interest-rate hike, it “locked in” the price of an extra-large pizza for 12 months.

SINGLES FOR SINGLES: Because everyone deserves pizza, even on Valentine’s Day, they renamed several stores simply “Pizza,” and offered free
slices to the unattached.

THE DIP ROLLER: Because everyone deserves pizza, no matter how they like to eat it, they gave dip lovers a truly ground-breaking innovation: the Dip Roller, a miniature paint roller that ensures even coverage.

The first year of “Everyone Deserves Pizza” has been an enormous success. Same-store sales have grown in the double digits every quarter since launch (including nearly 14% in Q1 2023.)

According to post-campaign tracking, those who recalled the campaign were 49% more likely to say they like what Pizza Pizza stands for, 39% more likely to consider Pizza Pizza an inclusive brand and 66% more likely to say they would order from Pizza Pizza in the next 30 days.

Each action also drove results. Fixed-Rate Pizza had more than $24 million in sales so far with more than 91 million earned impressions. Singles for Singles earned more than 6 million confirmed earned impressions and Dip Roller earned 17% lift in dip sales. 117,000+ people entered a contest to win one.

Pizza Pizza, the brand everyone took for granted, is quickly becoming the
brand people are proud to love.

Credits

Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh
Executive Creative Director: Brian Murray
Associate Creative Director/Copywriter: Jonah Flynn
Associate Creative Director/Art Director: Michael Siegers
Art Director: Duncan Porter, Amaris Branco
Copywriter: Nicholas Kidd
Designer: Ana-Marija Vlahovic, Crystal Huang, Ben Ruby
Account Team: Alyssa Guttman, Alex Berube, Amy Nguyen, Erika Dafoe
Agency Producers: Teresa Bayley
Strategy Director: Heather Segal, Cameron Fleming

Pizza Pizza

Clients: Adrian Fuoco, Amber Winters, Raymond Luk, Adam Williamson, Susanna Rodrigues, Zoe Pagazani, Ivy Yu,

Media Agency: Media Experts
Media Team: Nicolle Williams, Matthew Traynor, Kareem Boulos, Faebri Michetti, Bartu Suer, Lily Lazzara, Justin Gagnon, Blake Goldring

PR Agency: spPR
PR Team: Sonia Prasher, Nikita Shivdasani

Production House: Zulubot
Producer: Tim Lynch, Sarah Dayus
Mac Artist: Jeannette Downes

Production House: Fuze Reps
Director: Jim Norton
Director of Photography: Zak Koski
Executive Producer/Line Producer: Tonya Norton
Food Stylist: Claire Stubbs
Post Production: Zulubot
Post Production Producer: Colleen Allen
Editor: Alain Elliot
Motion Editor: Miguel Natividad
Colourist: Can Yuksel
Online Artists: Can Yuksel
Audio Engineer/Original Music: Noah Mroueh