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Loyalty scheme and David Mitchell fronted ad mark new direction for Pizza Express


By Amy Houston, Senior Reporter

February 22, 2022 | 3 min read

British restaurant chain Pizza Express has launched a loyalty scheme and ad campaign as it takes the brand in a new direction under recently appointed chief marketing officer Shadi Halliwell.


David Mitchell voices the new Pizza Express ad

In a first for the chain, it has developed ‘The Pizza Express Club‘ loyalty scheme, which will reward customers with points for every meal bought.

Launching the scheme is an ad campaign voiced by comedian and Peep Show alum David Mitchell, who has been drafted in for a long-term partnership to front its marketing efforts moving forward.


Created alongside Truant London in collaboration with VB&P, the new positioning marks the start of a fresh direction for the high street brand. Promotion will be amplified across traditional TV channels as well as digital social media activations.

“Together with all our talented partners, we are reinvigorating one of the nation‘s favorite brands,” said Shadi Halliwell, chief customer officer at Pizza Express.

“Initially with two exciting propositions – the launch of the Pizza Express Club, the first loyalty program that rewards you every time you dine, and our innovative lunch wrap, your favorite pizza in a wrap for under 600 calories – both sit alongside a new look that feels stand out for the casual dining sector.”

This is the first work to launch since Halliwell joined last year from Three UK. She arrived a time when the brand was on the precipice of change following the sell-off by previous owner Hony Capital, which brought with it the closure of 73 of its then 450 outlets.


“This new direction is an unexpected and playful twist in the brand’s story – one that will hopefully make customers double-take the brand,” added Simon Labbett, Truant’s co-founder and executive creative director.

“The loyalty towards the brand is fierce, so it makes complete sense for the brand to go hell-for-leather with one of the most generous loyalty clubs around. Pizza Express doesn’t care why you’re there enjoying pizza. They don’t judge. If you love pizza, you can reap the rewards. That’s it. That was a fun angle for us to focus the creative on.”

Pizza Express: Expressly for Everyone by Truant London

By Pizza Express

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