Pizza Pizza extends ‘fixed-rate’ offer with new campaign

Pizza Pizza is extending its “Fixed-Rate” pizza offer until the end of the year, and has launched a new ad campaign from Zulu Alpha Kilo to support it.

The Canadian pizza chain originally launched the offer in July, inspired by growing concerns about rising inflation. It let customers lock-in a large four-topping pizza at a price of $16.99 for one full year. Since then, concerns about inflation, particularly with food prices, have only increased.

“Sales have surpassed our expectations, and with inflation still a challenge for Canadians, extending our commitment to not raise the price of our offer through the end of 2023 felt like the right thing to do,” said Adrian Fuoco, vice-president of marketing.

The ad campaign is running on TV, online video and social, using an earnest, informercial style with people talking directly (and woodenly) to camera about how they’ve benefited from the deal—including an elderly couple who didn’t need to take a medical exam, and another couple enjoying their dream pizza in their dream home.

“Consumers are seeking real solutions to help with inflation—and some much-needed levity,” said Brian Murray, executive creative director at Zulu Alpha Kilo. Media Experts and Abacus worked on media planning and buying, including programmatic digital/social, and a focus on sports for traditional TV.

David Brown