Campaign Pure Pizza Revolution
PR agency The Phelps Group
Launch December 1
Objective
Zpizza is looking to present itself as a pure food choice and experience, providing the healthier options today's restaurant-going public is seeking more and more.
"We focused on what differentiates zpizza; a menu that features items specially prepared from all natural and organic ingredients, international flavor combinations, and the care and commitment of all involved in preparing the food," says Erin Culling, team leader on the account at Phelps.Idea: Efforts started with market research and analysis, market segmentation, brand strategy and positioning to revitalize the approach to the brand and overall customer experience. The team worked to create consistent branding across packaging, uniform, interior space and website design, social media and loyalty program communications, and promotions and collateral.
"Pure Pizza Revolution demonstrates our approach," says Culling. "We have thousands of loyal fans who already recognize we are revolutionary in the way we approach pizza and hope to broaden this awareness substantially." The effort coincides with zpizza's 25th anniversary this year.
Tools: The integrated campaign is kicking off with a buy-one-get-one-free Rustica pizza offer. It will be leveraged via in-store collateral, social media, and media relations, and in direct e-mail outreach to "ztribe" loyalty program members.In addition, there will be street teams manned by associates from the restaurants (pictured). They'll be spreading the word of zpizza and the Rustica pizza offer while wearing custom outfits of red berets and aprons, T-shirts sporting the updated logo and tagline, "zpizza, the pure one," and holding pizza peel (paddle) 'protest signs' with the "Pure Pizza Revolution" message. There are 90 zpizza locations and another 400 in development in the US and worldwide.
Measurement: Tracking overall sales and store visits, trending of the Rustica pizza in orders, social, trade, and consumer media interest, and customer feedback.
