For the love of pizza
PizzaExpress, an iconic UK staple since 1965, faced a changing game. So we spiced things, giving the brand a complete overhaul. More energy and a playful voice. A loyalty scheme fronted by David Mitchell, the UK’s first vegan pizzeria, garlic butter lip balm, even napkins that raised a smile.
The Challenge
PizzaExpress is the original casual dining brand and an iconic presence on the UK scene since its launch in 1965. Yet over 60 years, the game had changes, with new players, new tastes, and a need to maintain growth amongst new audiences.
Getting unconventional
From launching a new loyalty scheme with David Mitchell, announcing new menu items through special build OOH, and creating buzz around a vegan restaurant and garlic butter lip balm, we’ve taken the brand into some new and unexpected places, putting the fun back into the brand and helping the UK fall back in love with it.
Impact
We’ve helped drive over 2m sign ups to the PEX loyalty scheme, brought a new energy to the brand for modern diners, plus helped them leverage their music heritage to drive differentiation in a crowded market.
Media Mix
Outdoor, TV, Social, Experiential, Digital Display, Radio, In-Store, Packaging.
