In response to U.S. President Donald Trump’s threat of 25% tariffs on all Canadian goods, Pizza Pizza’s new campaign, “Reverse Tariff,” is offering a 25% discount on regularly-priced pizzas.

The most recent effort, under its brand platform “Everyone Deserves Pizza,” is on par with the brand’s previous campaigns, such as “Fixed Rate Pizza,” an extra-large, four-topping pizza with a price that could be locked in for an entire year (regardless of inflation or interest rates); “Growflation,” which offered a large pizza for the price of a small; and “Bipartisan Wings,” which aimed to bridge the political divide and revitalize the chicken and wings categories.

Adrian Fuoco, chief marketing officer of Pizza Pizza, points out to strategy that each of the campaigns were launched to support Canadians’ wallets during difficult times.

“When inflation and interest rates were on the rise, we launched the ‘Fixed Rate Pizza’ and had a massive response from Canadians, both in terms of relevance and providing a great deal,” Fuoco says. “‘Reverse Tariff’ fits right into this advocacy strategy. There’s definitely a lot of conversation and anxiety related to tariffs coming from the U.S., so as a Canadian brand, it made sense to provide some lighthearted relief.”

Fuoco adds that any offering helps reinforce the brand’s focus on value, but the team “feel that something like this, uniquely positioned to connect with a relevant topic like tariffs, takes that focus a step further.”

Launched in 2022, “Everyone Deserves a Pizza” has served as a platform for the QSR “to advocate for the needs of pizza-eating Canadians,” Fuoco says. “So, a program where we’re directly speaking to an area that may have them concerned and providing some lighthearted relief, helps reinforce that position.”

The campaign is being supported by an integrated media plan, which includes digital, social media, TV, online video and sponsorship activations with partners like the NHL and NBA. According to Fuoco, this aligns closely with other national campaigns where the same media mix has been used.

Zulu Alpha Kilo is behind the creative, while paid media is being planned by Media Experts. spPR manages PR.