The presentation used in a university project to present a pitch from a given brief for Pizza Express.

2. Brief
Pizza Express has been around since the 1960s
and it is a much loved and well established
brand in the UK.
However, we need to get young families to
consistently choose Pizza Express over cheaper
competitors such as Nando’s and McDonald’s and
higher end options such as Pizza East and Byron.
This is a repositioning campaign which needs to
address and communicate family fun, targeting
young mums and dads.
All tactics are welcomed; if we (the agency)
believe our client (Pizza Express) needs to
change some aspect of their business, or offer
something fresh to its consumers, we are free to
make such recommendations. In terms of our
marketing campaign, we should consider all media
channels – print, broadcast, physical, digital
(as well as any other techniques that might suit
our cause) – and ensure that our work reaches
and resonates with its intended audience.
Target Audience:
Young families
Objective:
Reposition as
family-fun
restaurant
Budget:
£500,000

3. Pizza Express
• Founded in London, 1965.
• Over 400 restaurants across the UK.
• Many restaurants across the
world, including, Hong Kong, China and
India.
• 2011 came a rebrand for Pizza
Express, with which came a lot of
stripes.
• Pizza Express
application, Facebook/Twitter
.

4. Competitors
Pizza hut
• Younger customers
• Lots of families
• Ice Cream Factory
• TMNT Competition
• Well known for
children’s
parties
Prezzo
• Young adults &
professionals
• Not many families
• Similar menu &
price range
• Not a lot of
choice for
children
“The 7 year old in me is screaming PIZZA HUT! The 35 year old
in me would much prefer pizza express”- Zingleburt

5. Competitors
Nando’s
• Popular with
families
• Sharing platters
available
• Inexpensive
children’s menu
• Unlimited frozen
yoghurt
Byron
• Young, trendy
customers
• Few children
• Small children’s
menu
“I love Nandos with the kids, since it is cheap and
simple”- Chopster

6. Piccolo Pizza Express
• Pizza making parties
• School visits (Children’s food
trust)
• Children’s menu
• #gettingkidscooking competition
• Bambinoccino- Cappuccino for kids
“The pizza is better in Pizza Express, the children
used to love the babmbinoccino” - BigBoobiedBertha

7. The Problem
Pizza Express:
• Smart, Stylish, Sophisticated
• Quality food, reasonable prices
• Ideal locations
• Grown-up Italian Restaurant
How do we reposition Pizza Express?

9. Print:
Internet

10. Social Media
Facebook:
Twitter:
162,412 likes
Majority aged 25-34
472 people talking
about Pizza Express
38,820 Followers
52% active users
1-3 Tweets a day
• Regular updates
– Seasonal menu
– New restaurant
• Interactions with
customers

11. Piccolo Club
Facebook and Twitter
Accounts
•
•
•
•
•
•
Piccolo Menu
Nutritional information
School Visits
Birthday Parties
Children’s Food Trust
Exclusive Offers
• Recipes for
the family to
try at home
• Print out
activities
for children

12. Pizza Express Locations
• The majority of
Pizza Express
restaurants are in
London
• Majority of
campaign online
• Print advertising
in London

13. Media
Online:
Print:
Display Advertising
CPM:
• Westfield
• Oxford Street
• Tube stations
• Mumsnet
• Facebook
• Daily mail online
– stairs, corridor,
lift and escalator
panels
• Time Out London
Magazine

14. Budget Breakdown
• Online Advertising: £250,000
• Facebook: £50,000
• Print Advertising: £125,000
• Production: £75,000

15. Thank you for
listening!