Anthony's Coal Fired Pizza gets 'well done' recognition

In July 2007, O'Connell & Goldberg was tasked with developing a PR campaign for the opening of a new location of Anthony's Coal Fired Pizza, a South Florida-based chain that cooks its pizza in coal ovens until it is well done.

In July 2007, O'Connell & Goldberg was tasked with developing a PR campaign for the opening of a new location of Anthony's Coal Fired Pizza, a South Florida-based chain that cooks its pizza in coal ovens until it is well done.

In a competitive market, the PR agency was presented with the challenge of introducing this "well done" taste to the small community of Coral Springs.

Strategy
To build a relationship with the community, the PR team created the Well Done Award, which it would give to a deserving Coral Springs citizen. The award, a play-on-words from Anthony's "pizza well done" slogan, went to the founder of the Coral Springs Community Chest, a local fundraising organization that distributes money to charities that directly impact the community.

"There are a lot of restaurants and organizations that do good deeds," says Nick Castaldo, president of Anthony's. "But this was an opportunity for us to sort of brand our community service efforts."

Tactics
Coral Springs is a close-knit community, so the PR team pitched locally and secured mentions in newspapers, magazines, and TV. Additionally, it invited former Miami Dolphins star Dan Marino, who is a member of the restaurant's investment team, to the award ceremony.

Results
The award and event successfully drew media attention to Anthony's and helped the restaurant develop a solid reputation among the Coral Springs community. The PR team achieved success with 125 key business, civic, and community leaders being introduced to Anthony's.

"This is the type of place that people talk about," says Jeremy Katzman, account executive at O'Connell & Goldberg.

Future
The PR agency will continue to work with Anthony's Coal Fired Pizza.

PR team: Anthony's Coal Fired Pizza (Coral Springs, FL) and O'Connell & Goldberg PR (Hollywood, FL)

Campaign: Well Done Award

Duration: July-August 2007

Budget: $2,500

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