Pizza Pizza has launched a campaign that builds off of the success of its “Fixed-Rate Pizza” promotion last year. In it, the brand is transformed into a bank that’s dedicated to helping Canadians get the best rates on pizza.
This year’s Fixed-Rate promotion promises to price a four-topping XL pizza at $17.99 all year long, regardless of how much the cost of ingredients may rise. The intent of the campaign is to underline the brand’s commitment to affordability through its “Everyone Deserves Pizza” platform.
Pizza Pizza senior director of marketing Amber Winters says the QSR was happy with how its light-hearted approach to topics like inflation and interest rates was well-received by Canadians during difficult economic times last year. Working with Zulu Alpha Kilo to develop the 2024 creative, the brand wanted to evolve its take on financial and banking advertising themes.
“Our research shows that Pizza Pizza has long held a leadership position for value for money in QSR. We hoped to leverage that position to connect with people beyond an easily copied discount,” Winters tells strategy.
“That’s when we arrived at the idea of lighthearted ‘advocacy’ for Canadian pizza eaters or really any Canadian looking for great food and great value. At that point it seemed logical to humorously connect ourselves a little closer to the world of finance.”
The campaign parodies financial and banking ads, showing customers arriving at Pizza Pizza looking for guaranteed, secure rates on their pizza.
The “Fixed-Rate” offer is supported by an integrated national campaign. Media Experts planned paid media including TV, OLV, social ads, display, SEM and OOH, while spPR handled PR.
Last year’s “Fixed-Rate” offer was the brand’s second-most-popular item on its menu within its first three months, Winters says, and maintained that distinction throughout the year.
“We do believe that the creative which supported the ‘Fixed-Rate Pizza’ offer is what really set it apart and led to its success. We had a full suite of creative assets to promote it and an integrated marketing plan that was engaged throughout the year,” Winters says.
