Canadian pizza chain Pizza Pizza is out with a fun outdoor and social campaign that uses pizzas divided into pie charts to illustrate its slogan that "everyone deserves pizza."
The restaurant brand worked with Zulu Alpha Kilo on the campaign, which features over 60 different executions tailored across relevant contextual placements.
The pie charts feature some witty observations. For example, a social placement shows a pie chart made up of "Facebook users, Twitter users, and the notably smaller group of Myspace users." A highway billboard compares "People who carpool" with "People with pools" in their cars’. One poster contrasts "People who say Toronto’ with ‘People who say Turronno"—an ongoing local debate. And one of our favorites contrasts "Fans of plays about cats" with "Fans of movies based on plays about cats" in a reference to the 2019 "Cats" movie.
The ads are running across social, programmatic display, city-specific digital out-of-home sites and bus wraps. Along with ads running in Toronto, the campaignfeatures bespoke headlines targeted to the Quebec market, developed by agency partner The French Shop.
“As the brand that aims to represent all Canadians’ pizza-related wants and needs, the pizza pie charts are the perfect demonstration of our commitment," said Adrian Fuoco, vice president marketing at Pizza Pizza, in a statement. "At the same time, we wanted to stay true to our brand personality and bring some levity to Canadians.”
"Using contextually relevant headlines demonstrates Pizza Pizza’s understanding of Canadians in a playful but insightful way,” added Brian Murray, executive creative director at Zulu Alpha Kilo.