PizzaExpress: Loyalty

PizzaExpress is this week launching not one but two campaigns to promote new market leading propositions: ‘The PizzaExpress Club’ – the brand’s first ever rewards scheme; and the all-new lunchtime pizza wrap. Both campaigns, as devised by Truant London, mark the launch of a newly developed look and brand positioning for PizzaExpress called ‘Expressly for Everyone’. Crafted in collaboration with VB&P, the positioning marks the start of a new direction for the popular high street brand, where pizza is the most delicious expression of you in any situation. The campaigns also kick off a long term collaboration with actor, writer and comedian David Mitchell who will be the voice of the brand. The PizzaExpress Club is the brand’s first foray into the world of loyalty. Unlike other schemes, it is particularly generous as it rewards customers every time they visit, regardless of tier. The club will be promoted via a TV and social campaign and features a humorous array of pizza-loving misfits doing mischievous things, embodying the fact that it doesn’t matter why a customer is there, they will be rewarded regardless. Truant selected Spindle’s Daniel Lundh to direct the TV ad in a wonderfully hyper real way, while celebrating the fact that ‘My PizzaExpress Club’ rewards everyone no matter who they are or how they enjoy pizza. In a similar vein, the stills photography, captured by Ilk & Franz, uses a colourful and playful style to echo the TV campaign’s high fashion styling. The media strategy, crafted by the7stars, sees PizzaExpress launch their first major AV campaign in over a decade. The media outreach combines peak-time scheduling across ITV, Channel4 and Sky, with the best of online, including BVOD, online video, and a social media outreach that uses first-party data to target existing customers who have not downloaded the app.