Most Canadians don’t need to be incentivized to order a pizza, but the Western Canadian-headquartered chain Panago is serving up some fresh reasons why they might with the launch of its first brand platform.

Panago wanted to strengthen its ties with core consumers both out west and in Ontario. To that end, it has launched “Earn That ‘Za,” an integrated campaign developed with Vancouver independent agency Work Party, in markets through B.C., Alberta, Saskatchewan, Ontario and the Northwest Territories.

The crux of the campaign is simple: Panago is leaning on the fact pizza is seen as a comfort food by many, and is a go-to for everything from celebrations of important life moments to large social gatherings. Anchored by a series of four spots – two 15-second and two 30-second versions – the brand aims to encourage people to celebrate their small, everyday victories, too. That means everything from finally taking down the Christmas lights (in the summer) to cleaning out the family van.

“Pizza is the reward we all want and after a job is done, it tastes even better,” explains Dan Bache, a Toronto-based creative director who worked with the agency on the campaign. “We wanted our campaign to have the fun, feel good energy of giving people permission to enjoy their favourite pizza. We knew we wanted to have something different and memorable in a visually arresting way.”

The campaign is running on digital and connected TV, as well as OOH. It targets “anyone who can order a pizza,” says Bache, but with particular focus on younger consumers and parents. This first wave of spots rolled out at the beginning of the month, and more are launching in fall and winter.

Work Party tapped Alter Ego, Barbershop Editing and Grayson Music as production partners on the campaign.