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Here is a good example of a clever low budget campaign that we ran which had a huge media coverage.
The campaign brief & Objective
In late April 2010, PizzaExpress briefed Unity to deliver brand buzz with a campaign that would communicate its product - great tasting pizza – through the filter of its core value ‘feeding great conversations’.
Although we knew we’d be going up against hundreds of brands attempting to capitalise upon the election, we felt it was too good an opportunity to miss so sought to devise and deliver a campaign in a two-week period – no pressure!
Strategy and tactics
In the run-up to the election, PizzaExpress’ 6.2 million patrons would undoubtedly be tucking into hearty political debate as they ate, so using politics as a hook felt right. We believed we could use these conversations to reflect the views of the nation - both back to the public, and also direct to the politicians themselves.
As any fan of the West Wing will know, election campaigns are fuelled by late nights and pizza – particularly the final few weeks. We felt that PizzaExpress could therefore neatly claim to be fuelling the election by feeding the politicos - both physically and metaphorically - through the delivery of a bespoke pizza that neatly communicated the views, concerns and opinions of the people that mattered: the electorate.
With an aim of using the medium as the message, we worked closely with head chef Antonio Romani to convert the political table talk - sourced through a poll - into the ‘People’s Pizza’, a portrait of political Britain.
Modelled on a traditional four-seasons pizza but with eight segments, each issue – such as the row over taxbreaks for married couples – was matched with a host of familiar and unusual toppings, in proportion to how much they were being debated over dinner. This included caviar to represent debate about class, ‘dough’ balls for the national deficit, and bacon to signify financial rows over rises in National Insurance Contributions and VAT.
Political pundit, Professor John Curtice, was then brought on board to comment on how political debates with friends and family genuinely influences voter behaviour. And to ensure our ‘People’s Pizza’ worked hard for us, PizzaExpress busted a gut to get it on the menu in relevant PizzaExpress restaurants across the country – namely those in swing seats where debate was at its fiercest.
Working closely with PizzaExpress’ in-house PR and marketing team the campaign delivered across a number of channels through the following strands of activity.
Teaser campaign – in the week leading up to the election, a series of night-time drops took place to party HQs around London. Paired with a creative infographic explaining the topical toppings, it provided a readily digestible mandate to the leaders of the three main political parties. A viral film was created of the undercover deliveries, and key spokespeople w