PizzaExpress Earn Your Stripes
Make Pizza Express famous as the go to dining option
Challenge
PizzaExpress wanted to dominate National Pizza Day. Outshouting competitors, driving weekday lunchtime visits and reinforcing their recognisable brand positioning
Activation
We launched Earn Your Stripes: an invitation to customers to wear black-and-white PizzaExpress stripes and claim a free pizza.
One day. One simple idea.
We captured moments in queues and restaurants through social first content and PR photography. User participation fuelled social buzz, which was amplified by influencers, media and PizzaExpress’ brand channels.
Impact
A mass participation moment that saw PizzaExpress owning the National Pizza Day conversation and driving a significant uplift in sales and footfall.
- 84.2%
- of all National Pizza Day coverage (up 27 points year-on-year)
- 75%
- social share of voice
- 23%
- increase in total share of voice year-on-year
- 5000%
- Google search uplift for 'PizzaExpress National Pizza Day'
- 10,000
- visits from campaign activity
- 15,200
- lunchtime visits
- Significant sales uplift vs forecast
