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Marco's Pizza
Date
November 2022
Collaborators
Fan Tuo
The Assignment:
How do you make a big splash and launch an established pizza brand in a new
market where consumers are already entrenched in their pizza habits? Create a new product offering (or new way or daypart to enjoy a current product) that focuses strictly on a younger target audience. Then create a range of campaign concepts to bring your new offering to life.
The Insight:
Marco's currently offer pizza bowls which do not contain much crust. There are many people who's favorite part of their pizza is the crust.
Gen Z loves tiny versions of things (there are so many small pizza offerings like pizza rolls, pizza bagels, english muffin pizzas so we need to be differentiating).
The Idea:
Marco's new menu item: Pizza Poppers. Mini pizzas made in a muffin tin for ultimate crust overload. The flavors are made to intrigue Gen Z: Too hot to handle, Big Gainz, Plain Jane, and Anti-hero.
The Strategy:
Emphasis the crunch and flakiness of Pizza Poppers to make crust lovers mouth's water.
