Pizza Pizza is Canada’s biggest pizza chain. They came to us with a serious business problem: their sales had become too dependent on discounts and special promotions. We were challenged to unlock the latent love that Canadians had for the brand. Our solution: the creative platform “Everyone Deserves Pizza", which supports the belief that everyone has the right to delicious pizzas that suit their tastes, price point, delivery method and location. On this page, I’ve shared multiple campaigns that we have created over the past two years.
Fixed-Rate Pizza
Recognized by One Show, Epica Awards, ADC, Drum, Effie Awards, Campaign Big Global Awards, Marketing Awards, CMA, Atomic, Strategy Awards, Shopper Innovation Awards, BestAdsonTV and Immortal Awards.
We launched this campaign three days after the Bank of Canada announced its largest lending rate hike in over 40 years. In its first 2 weeks, the campaign achieved over 91 million earned views and was covered by CTV National News, Wall Street Journal, Bloomberg News Network, Financial Post, Globe & Mail, Toronto Star, Ad Age, and many other shows, websites and podcasts. Most importantly, we have sold over 3 million pizzas to date.
Credits
Pizza Pizza Clients: Adrian Fuoco, Amber Winters, Raymond Luk, Adam Williamson, Susanna Rodrigues / Agency: Zulu Alpha Kilo / Creative Chairman: Zak Mroueh / Chief Creative Officer: Brian Murray / Associate Creative Director, Copywriter: Jonah Flynn / Associate Creative Director, Art Director: Michael Siegers / Art Director: Duncan Porter / Designer: Ana-Marija Vlahovic, Crystal Huang / Account Team: Alyssa Guttman, Erika Dafoe / Planning Team: Heather Segal, Cameron Fleming / Media Experts Team: Nicolle Williams, Matthew Traynor / spPR Team: Sonia Prasher, Nikita Shivdasani / Producer: Tim Lynch, Sarah Dayus / Production House: Zulubot / Motion Editor: Miguel Natividad / Original Music: Noah Mroueh / Mac Artist: Jeannette Downes
Bipartisan Wings
One of the Top 5 ads of the Year – The Drum
Recognized (so far) by One Show and Marketing Awards.
Craving some unity in these divided times? Introducing Bipartisan Wings from Pizza Pizza. Left Wings and Right Wings, in one box. United. Look for this integrated campaign on TV, online and even in Dundas Square. Order today at bipartisanwings.ca !
Credits
Client: Pizza Pizza / Clients: Adrian Fuoco, Amber Winters, Adam Williamson, Ivy Yu, Raymond Luk / Agency: Zulu Alpha Kilo / Chief Creative Officer: Brian Murray, Jenny Glover / CD/AD: Michael Siegers / CD/Writer: Jonah Flynn / Art Director: Tanios Nims / Copywriter: Mariia Kul / Senior Designer: Megan McGhee / Account Team: Tara Collins, Alyssa Guttman, Alex Berube / Chief Strategy Officer: Heather Segal / Group Strategy Director: Cameron Fleming / Director of Integrated Production: Ola Stodulska / Producer: Maddie Estabrooks / Post-Production Company: Zulubot / Executive Producer: Sarah Dayus
The Dip Roller
Recognized by Communication Arts Design and Atomic.
Since the dawn of dip, pizza lovers have struggled to achieve the perfect coat of Creamy Garlic. Now, Pizza Pizza has introduced the Dip Roller, a once-in-a-generation innovation, guaranteeing an even dip, every time. In its first week, over 117,000 people entered their email address to win. Also, someone shared it on TikTok and the post got over 3 million views in 3 days.
Credits
Pizza Pizza Clients: Adrian Fuoco, Amber Winters, Raymond Luk, Adam Williamson, Susanna Rodrigues / Agency: Zulu Alpha Kilo / Creative Chairman: Zak Mroueh / Chief Creative Officer: Brian Murray / CD: Jonah Flynn, Michael Siegers / Art Director: Amaris Branco / Copywriter: Nicholas Kidd / Account Team: Alyssa Guttman, Alex Berube, Amy Nguyen / Planning Team: Heather Segal, Cameron Fleming / Producer: Teresa Bayley / Media Experts / sdPR / Fuze Reps
Pre-rolls
Everyone deserves pizza. Especially on 4/20. To satisfy every case of the munchies, we invented a brand new product that combines Canada’s #1 pizza joint with Canada’s love of joints. Introducing Pizza Pizza Pre-rolls: a pizza-filled joint you can eat after you smoke. The dope new product launched the week leading up to 4/20, along with a super-limited edition Hot Box filled with a secret stash of 4/20 goodies, including an exclusive Creamy Ganja Grinder.
Credits
Agency: Zulu Alpha Kilo / Chief Creative Officer: Brian Murray / Chief Design Officer: Stephanie Yung / Creative Director/Art Director: Kevin Sato, Michael Siegers / Creative Director/Writer: Addie Gillespie, Jonah Flynn / Photography: Tanios Nims / Designer: Ana-Marija Matic / Account Team: Alyssa Guttman, Amy Nguyen / Planning Team: Heather Segal, Cameron Fleming / Client: Pizza Pizza / Clients: Adrian Fuoco, Amber Winters, Adam Williamson, Zoë Pagazani, Ivy Yu, Raymond Luk, Raymond Fan / PR Agency: spPR / Executive Producer: Laura Dubcovsky / Producer: Bita Mazaheri / Studio Manager: Henry Eugenio / Lead Production Artist: Ashleigh O’Brien / Senior Studio Artist: Aron Harris
Pizza Pie Charts
Recognized by One Show, OBIE, Epica, Drum Awards, Marketing Awards, Atomic and got a “Best” from BestAdsonTV.
To launch our "Everyone Deserves Pizza" campaign, we produced over sixty unique Pizza Pie Charts, targeting a wide spectrum of pizza lover demographics.
Credits
Client: Pizza Pizza / Clients: Adrian Fuoco, Amber Winters, Raymond Luk, Adam Williamson, Susanna Rodrigues / Agency: Zulu Alpha Kilo / Chief Creative Officer: Zak Mroueh / Executive Creative Director: Brian Murray / Associate Creative Director/Copywriter: Jonah Flynn / Associate Creative Director/Art Director: Michael Siegers / Designer: Ana-Marija Vlahovic / Account Team: Alyssa Guttman, Erika Dafoe / Strategy Director: Heather Segal, Cameron Fleming / Media Agency: Media Experts / Media Team: Nicolle Williams, Matthew Traynor / Production House: Zulubot / Producer: Tim Lynch / Studio Artist: Jeannette Downes
Reverse Tariff
In response to U.S. President Donald Trump’s threat of 25% tariffs on all Canadian goods, we helped Pizza Pizza launch the “Reverse Tariff,” a 25% discount on regularly-priced pizzas. We made the television commercial in less than a week, in time to launch it during the Four Nations Final, where Team Canada faced off against Team USA in front of over 10 million Canadians. The campaign immediately went viral and was even covered by the New York Times.
Credits
Pizza Pizza Clients: Adrian Fuoco, Amber Winters, Raymond Luk, Ivy Yu, Serena Rao / Agency: Zulu Alpha Kilo / Chief Creative Officer: Brian Murray, Jenny Glover / CD: Jonah Flynn, Michael Siegers, Kevin Sato / Art Director: Kevin Sato / Copywriter: Jonah Flynn, Marco Buchar, Jackson Kemp/ Account Team: Tara Collins, Alex Berube / Planning Team: Heather Segal / Executive Producer: Laura Dubcovsky / Producer: Andrew Sekine / Production: Zulubot / Zulubot Director of Post-Production: Sarah Dayus / Lead Interactive Artist, Editor and Motion Artist: Andrew Martin / Senior Editor Assistant: Adrian Gluvakovich / Audio Mix: Pablo Rincon / Music Studio: Doane Music / Voice Director: Creighton Doane