Pizza Pizza is leaning into political tensions with its “Bipartisan Wings” campaign, which it hopes will appeal to both sides of the aisle.

The creative includes mock political attack ads (Left wing vs. Right wing), with the hero spot asking viewers if they are “hungry for change,” a clear reference to the charged political climate in Canada and a particularly fraught U.S. Presidential Election season. The QSR is linking itself to the political divide in an effort to return the menu item to prominence, especially amidst a downturn and rising protein costs, Pizza Pizza CMO Adrian Fuoco tells strategy.

“The brief was, ‘We have to reinvigorate the chicken category and the wings category,’ a key business for us, second to pizza. [The chicken/wing category has] suffered, quite frankly, over the last couple of years, because it’s gotten more and more expensive, and that’s hurt sales,” Fuoco says, adding that the brand wanted to link the message to something that would break through.

“We don’t take ourselves too seriously… and lots of brands are trying to [take that approach],” Fuoco says.

The “Bipartisan Wings” campaign was created in partnership with Zulu Alpha Kilo and is being launched in a national campaign across Canada. Paid media is planned by Media Experts, including TV, OLV, social ads, display, SEM, in-store, OOH at Sankofa Square (formerly Yonge-Dundas Square) and TTC streetcar wraps, while PR is managed by spPR.

There is also a tactical element with a deal: 20 wings for $24 dollars, done in U.S. political button style (below).

“Whatever we’re doing, we have it come alive in restaurants, but we are also conservative in terms of how much we burden franchisees with our marketing,” he says.

Pizza Pizza has increasingly tied itself to occasions, whether it’s key moments in election cycles, Valentine’s Day or LTOs linked to 420.