Challenge

Grow excitement around a new and surging fast casual dining experience, emphasizing homemade quality, authenticity, bang for the buck, and innovations in extreme customized yumminess—all while staying true to a brand built around the science of pizza, aka, Pieology.

Solution

A series of videos and social media posts that make it clear that pizza science classes are now in session. And the scientific formulas we “studied” included fresh and artisanal ingredients, painstaking processes, and recipes so secret, we couldn’t reveal them to an audience “hungry” to learn. We shot on location, we created engagement over the “natural selection” of all-you-can-load toppings, we took pizza lovers to school and got back to ABCs (or more accurately, Ps). This project even smelled good—and we offered a gluten-free option!

[P] is for…

Today’s lesson: Crusty goodness. Followed by lessons in cheesy goodness and “after bake” goodness, with side lessons in alliteration (starting with P!), and using sexy pizza shots to do the heavy lifting.

“Online ordering,” & “southwest flavors”

Speaking of science… Don’t leave out the wonder of technology—it helps you order (and eat up) faster. And don’t leave out creativity—because customized pizza combines science and art.

More Work

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