Little Caesars, the third-largest pizza chain in the world, this year furthered its international expansion with the launch of its first United Kingdom restaurant. The aim? To generate awareness and excitement for imminent new stores across the country.

Knowing that recommendations are our target audience's biggest influential factor, we sought conversation-generating opportunities. April Fool's Day fit the bill.

FINN Partners looked to create a prank which would spark lively online debates by putting a quirky British spin on the traditional American brand. And so was born the iconic (and questionable) new menu item, the Fish & Chips pizza. An alluring feature with a high share-ability factor.

The campaign was built to require minimal input or media spending, utilizing an ingenious creative concept, and executing just one polished single image to front the campaign. FINN then took a highly targeted approach. Employing the power of the community ultimately saved Little Caesars thousands in potential media spending and wasted resources to achieve the same (or better) results.

Over 3 million impressions later, Little Caesars has made its mark on the UK, with many Brits eagerly awaiting a launch near them.