Inflation is on the rise globally, and Canada is no exception. Food prices have increased over 9% year to date. Supply chain disruptions, along with higher transportation and input costs, continue to put upward pressure on prices. Pizza Pizza wanted to ensure in a world of uncertainty, Canadians could remain sure of one thing – that hot and fresh pizza would remain accessible – and affordable.
In their first integrated program developed by agency partner Zulu Alpha Kilo, Pizza Pizza has launched the first Fixed-Rate Pizza. The unique campaign offers Canadians the opportunity to lock in an XL four-topping pizza at $16.99 for up to 12 months, with no price increases, guaranteed.
Using a lighthearted tongue-in-cheek tone that plays on language from the mortgage industry, the program brings consumers some much needed levity, along with real value. Playful animated digital videos and targeted display ads encourage consumers to “lock in now.” A form on the campaign’s microsite also asks applicants to answer questions, like “Do you like pizza?” and “Do you dislike inflation?” before being pre-approved at the highly competitive rate. OOH and social includes lines like “Inflation, eat this” and “Don’t get priced out of pizza.”
The program is part of Pizza Pizza’s new brand platform, Everyone Deserves Pizza, also developed by Zulu Alpha Kilo. The platform supports the belief that everyone has the right to delicious pizzas that suit their tastes, price point, delivery method and location. With over 730 locations coast to coast, and a variety of offerings including cauliflower bites and plant-based chicken, Pizza Pizza is in a prime position to deliver. “As Canada’s ubiquitous pizza brand, it felt right to take a category level stance like Everyone Deserves Pizza. Fixed-Rate Pizza is the perfect demonstration of our willingness to ensure everyone can have pizza, while staying true to our fun and accessible brand personality,” said Adrian Fuoco, Vice President Marketing.
“Pizza Pizza is in a unique position to be real with Canadians, but in a way that shows we don’t take ourselves too seriously. Fixed-Rate Pizza’s cultural relevance makes it the perfect jumping off point for the new brand platform, a tangible demonstration of our promise that Everyone Deserves Pizza,” said Brian Murray, Executive Creative Director at Zulu.
Canadians can sign up to be “pre-approved” at the “locked in rate” online and on mobile as of July 18th, 2022. Paid media is planned by Media Experts leveraging YouTube pre-roll, programmatic display, digital OOH and connected TV, with targeted PR outreach lead by spPR.
Pizza Pizza Limited was founded in 1967 in Toronto, Ontario and has grown to become Canada’s leading national Quick Service pizza brand with over 730 restaurants across the country. In 2007, Pizza Pizza acquired the Pizza 73 brand, and operates over 100 locations, primarily in Alberta. Guided by its vision of “Always the best food, made especially for you”, with a focus on quality ingredients, customer service, continuous innovation, and community involvement.
Client: Pizza Pizza
Agency: Zulu Alpha Kilo
- Chief Creative Officer: Zak Mroueh
- Executive Creative Director: Brian Murray
- Associate Creative Director/Copywriter: Jonah Flynn
- Associate Creative Director/Art Director: Michael Siegers
- Art Director: Duncan Porter
- Designer: Ana-Marija Vlahovic, Crystal Huang
- Account Team: Alyssa Guttman, Erika Dafoe
- Planning Team: Heather Segal, Cameron Fleming
- Clients: Adrian Fuoco, Amber Winters, Raymond Luk, Adam Williamson, Susanna Rodrigues
Media Agency: Media Experts
- Media Team: Nicolle Williams, Matthew Traynor
PR Agency: spPR
- PR Team: Sonia Prasher, Nikita Shivdasani
Producer: Tim Lynch, Sarah Dayus
Production House: Zulubot
Motion Editor: Miguel Natividad
Original Music: Noah Mroueh, Zulubot
Mac Artist: Jeannette Downes