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PizzaExpress launches campaign through BD Network to send pizza lovers bananas over pineapples

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By Richard Draycott, Managing Director

April 25, 2016 | 2 min read

Leading casual dining brand PizzaExpress has appointed London creative agency BD Network to develop a nationwide campaign to drive consumer engagement, trial and conversation for the launch of its new Hawaiian pizza.

The new Hawaiian pizza forms part of the brand's new Spring menu and the agency’s experiential activation team will be on location across the UK engaging consumers, sampling the PizzaExpress Hawaiian pizza and amplifying the customer reaction via social media.

The experiential campaign by BD Network forms part of an above-the-line campaign created by Otherway, that sees pineapple-wrapped buses, and other outdoor media executions running across the country.

Gabby Barysaite, campaign manager at PizzaExpress, said: "We were looking for a team who could deliver a flawless experience-based activation that was more than just sampling. BD have embraced our ATL concept, maintained the essence and premium aspect of our brand to bring the campaign to life locally and drive footfall.”

Taryn Gelder, senior account director, BD Network said: “We created a campaign that not only drives awareness and footfall for the new PizzaExpress spring menu, but also makes consumers re-appraise the brand. Our work leverages the experience derived from the new taste sensation through sampling, and disrupts consumers in a playful manner, to put the brand back on their radar”.

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