The Pizzeria that adopted Meme Marketing
The Mission
At the foothills of the Mountains Piatra Craiului, between the streets of Zarneşti, a small pizzeria set out to become a new local brand. Its mission is to go against the grain. As many pizza deliveries strive to be posh and luxurious, Pizza Capizza set out to be the contrary. Our mission was to help them create a brand that communicates the aspects of fun, approachability, sharability and to be genuinely local.
Deliverable
Branding, Visual Identity, Social Media Campaigns, Product Photography
Year
2020
Client
The Impact
Since the launch of the pizzeria, the brand became a household name overnight. In the first days it sold double the expected pizzas. In its first week it had reached all the available devices through the online advertisement efforts.
The Outcome
We created the Pizza Capizza visual identity from the ground up. Starting with a logo that looks friendly and inviting, an aspect that continues with the social media presence that is fun, story-driven and mouth-watering.
Intro
Within a relatively small town, you might expect little to no competition to start a pizzeria. Most often than not you will find that it is not the case. Before even its conception, the brand had to demonstrate trust, quality and agility. Aspects that had to be well voiced from the beginning for future customers of the brand.
The Process
For a brand that wants to create room for itself within the market, you need to be blunt and bold. For starters, the name of the pizzeria had to be a fun wordplay.
Before the launch, together with the owners, we put together the brand guidelines and the campaign editorial lines. The structure established together helped the small business reach its target goals and the messaging that broadcasted to the target audience.
On the established structure, we created the assets like the Logo, Flyers and Social Media Visuals.
Conclusion
Within the first two weeks of the pre-campaign, the audience of the town was shown a glimpse of what was to come. Like in any small community, the word started to spread fast, especially when on all the major social platforms the ads started to roll out. With everything planned and prepared, the new pizzeria was ready for its first day.
The results
The launch brought in hundreds of orders for the new business, the brand has reached more than 20.000 potential customers throughout the pre-campaign period. Following up with a successful launch. Pizza Capizza has become a household name within the community it activates in even to this day.
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