RESEARCH & PLANNING
When it comes to making, baking and taking pizza, Toppers has been doing it better than their competition for over 25 years. But you might not see the difference if you only went by their advertising.
Over time, the once trailblazing brand veered toward the rest of the category, focusing almost exclusively on price and 1-topping pizza promotions. To their credit, they knew this was not a winning recipe.
OWNING THE UNDERDOG ROLE
As corporate as it may sound, we conducted primary and secondary research to find ways to reach the next generation of pizza enthusiasts—Generation Z.
We also put on the uniform to understand the heart behind the logo. From there, all we had to do was find a way to capture our findings and translate into a believable brand voice.
ENTER THE CHIEF PIZZA OFFICER
She’s an outsider on the inside. She has her finger on the pulse and her hands wrapped tightly around the levers of power. Look out—she also has an easel.
RELEVANT YET IRREVERENT
Sure, the CPO may be a bit over the top. But she cares. Specifically, she cares about things like fresh ingredients, faster delivery times and staying open later than the competition. (It’s written clearly in the franchise agreement.)
And she was introduced through a series of topical videos and pseudo-inspirational sound bytes. The social media rollout tied her messages to specific deals to drive both engagement and sales.
1 // TEASER
3 // DEAL
REACTING IN REAL TIME
Our CPO isn’t the set-it-and-forget-it type. She likes to get her hands dirty and make sure she is playing to her audience.
If you didn’t catch it, the CPO has a distinct chip on her shoulder and a slight Wisconsin accent. It’s all part of what drives her (and Toppers) to be fresher, faster and later.
That’s what Wisconsin Style is all about.
"DARLING DOVE IN HEAD FIRST AND HELPED US RECAPTURE OUR BRAND'S VOICE AND BRING IT TO LIFE FOR A NEW AUDIENCE."
FOUNDER/CEO TOPPERS PIZZA
CAPTURING ATTENTION FROM GEN Z. AND THE AWARDS CIRCUIT.
INCREASE IN INSTAGRAM PROFILE VIEWS
INCREASE IN INSTAGRAM FOLLOWERS
INCREASE IN REVENUE ASSISTED BY SOCIAL MEDIA
Correspondingly, judges from the American Advertising Awards also felt compelled to recognize the campaign.
SILVERS IN THE ST. LOUIS AAAs
GOLDS IN THE ST. LOUIS AAAs
Our priority is always making the brand the darling of its audience.
In the first seven months, we’ve seen a dramatic increase in not
only followers, but also transactions attributable to social media
compared to one year ago during the same timeframe.