Reigniting the UK's love of pizza by injecting new flavour into a high street classic
PizzaExpress, an iconic UK staple since 1965, faced a changing game. So we spiced things up, giving the brand a complete overhaul. With a more playful energy, we created a loyalty scheme fronted by David Mitchell, the UK’s first vegan pizzeria, garlic butter lip balm, napkins that raised a smile and much more.
The Challenge
PizzaExpress helped define casual dining in the UK. But after 60 years on the high street, the market had shifted, new players, changing tastes, and a generation of diners looking for something fresh. The challenge was clear: make the UK fall back in love with the original.
The Cultural Opportunity
We brought energy, edge and cultural relevance back to the brand, from launching a new loyalty scheme with David Mitchell, to announcing menu drops via special build OOH, and creating hype around a vegan pizzeria and garlic butter lip balm.
Every move was designed to get people talking again, turning heritage into momentum, and nostalgia into something modern.
Impact
We’ve helped drive over 2m sign ups to the PEX loyalty scheme, brought a new energy to the brand for modern diners, plus helped them leverage their music heritage to drive differentiation in a crowded market.
Media Mix
Outdoor, TV, Social, Experiential, Digital Display, Radio, In-Store, Packaging.
