It has appointed Frank PR to 'create standout' for the brand – which marked its 40th anniversary in the UK last year – and 'bring new menus to life' across mainstream media.
The first project is the launch of a summer menu, including the introduction of a pizza called 'The Godfather'.
Pizza Express has traditionally sought publicity via links with the arts, specifically jazz. Frank said its campaign would be 'in keeping' with such tie-ups but would have a 'fresh twist'. It would not provide any further details of the initiative.
Frank's fees are likely to stretch to £150,000 over a series of campaigns.
Pizza Express is owned by Gondola Holdings, which also owns the Ask and Zizzi chains. Gondola has found that, as with most restaurants, customers enjoy regular changes to the menu – it revamps Pizza Express's offering every six months.
Pizza Express has around 320 restaurants nationwide. Gondola plans to open 25 to 30 new outlets across the group this year.
Frank joint MD Andrew Bloch reports to Pizza Express head of comms Jane Botros, who oversaw a four-way pitch.
Botros, who joined last August, has previously worked at Pret A Manger and Ketchum, Pizza Express's previous agency. Bloch is also ex-Ketchum.
Ketchum said it did not repitch for the business.