Who: Pizza Pizza, with Zulu Alpha Kilo for creative and strategy; Suneeva for production; Zulubot for post production; Doane Music for audio; spPR for PR; and Media Experts for media.
What: “Fixed-rate Pizza 2024,” a new chapter in the fixed-rate promotion launched in 2022, which promised customers a 12-month price guarantee of $16.99 for an extra-large pizza. Reflecting present day inflation, the new fixed-rate price for 2024 is $17.99,.
What: “Fixed-rate Pizza 2024,” a new chapter in the fixed-rate promotion launched in 2022, which promised customers a 12-month price guarantee of $16.99 for an extra-large pizza. Reflecting present day inflation, the new fixed-rate price for 2024 is $17.99,.
When & Where: The integrated national campaign launched Jan. 26 and includes TV, OLV, social ads, display, SEM and OOH.
Why: As inflation and mortgage rates continue to rise, Pizza Pizza wants to remind consumers of its core brand belief that “Everyone Deserves Pizza.” The success of "Fixed-Rate Pizza" convinced the chain to keep the offer in place, while trying to take it to the "next level," said chief creative officer Brian Murray.
“We had already sold over two million Fixed-Rate Pizzas, it was their second-most popular offer, and Fixed-Rate Pizza had so much name recognition," he said. "The business case for extending the offer was too good to ignore. Fortunately, we had only scratched the surface of the creative idea, and were excited to get a chance to build out its world even more."
How: The original Fixed-Rate Pizza promotion was so successful that the initial price guarantee was extended to 18 months, despite the rising cost of ingredients. The campaign won three silver Effies in 2023, in the current events, restaurants, and timely opportunity categories.
While the previous iteration of the campaign focused primarily on “client testimonials” shot inside their homes, Zulu Alpha Kilo envisioned a more trustworthy environment for the new wave of creative: a Pizza Pizza restaurant transformed into a bank.
“What would a pizza bank look like?,” said Murray. “They’d have Automated Pizza Machines, not ATMs. There would be orange velvet ropes and staff wearing blazers. Clients would be meeting with pizza advisors, walking you through your toppings portfolio on a computer.” The concept also gave the agency the opportunity to cram as many jokes into the 30-second ad as possible, he noted.
The spot opens on a literal pizza pizza bank, as the narrator says “all over Canada, Pizza Pizza has been helping people enjoy the dream of pizza ownership with fixed-rate pizza.” Various pizza bank clientele are seen speaking to the camera, saying things like “in this economy, I thought I’d have to downsize to a smaller pizza,” and “I can finally move away from my mom’s pizza.” The video concludes with the “Everyone Deserves Pizza” super.
And we quote: “Canadians appreciate good value, and with Fixed-Rate Pizza, you’ll continue to have more dough in your pocket — and your belly. Canadians can bank on this price not increasing all year.” — Adrian Fuoco, VP of marketing, Pizza Pizza