Pizza Express has been around since the 1960s and it is a much loved and well established brand in the UK.However, we need to get young families to consistently choose Pizza Express over cheaper competitors such as Nando’s and McDonald’s and higher end options such as Pizza East and Byron.This is a repositioning campaign which needs to address and communicate family fun, targeting young mums and dads.All tactics are welcomed; if we (the agency) believe our client (Pizza Express) needs to change some aspect of their business, or offer something fresh to its consumers, we are free to make such recommendations. In terms of our marketing campaign, we should consider all media channels – print, broadcast, physical, digital (as well as any other techniques that might suit our cause) – and ensure that our work reaches and resonates with its intended audience.

BriefTarget Audience: Young families

Objective:Reposition as family-fun restaurant

Budget:£500,000

Pizza Express• Founded in London, 1965.• Over 400 restaurants across the UK.• Many restaurants across the world, including, Hong Kong, China and India.

• 2011 came a rebrand for Pizza Express, with which came a lot of stripes.

• Pizza Express application, Facebook/Twitter page.

CompetitorsPizza hut• Younger customers• Lots of families • Ice Cream Factory• TMNT Competition• Well known for children’s parties

Prezzo• Young adults & professionals

• Not many families• Similar menu & price range

• Not a lot of choice for children

“The 7 year old in me is screaming PIZZA HUT! The 35 year old in me would much prefer pizza express”- Zingleburt

CompetitorsNando’s• Popular with families

• Sharing platters available

• Inexpensive children’s menu

• Unlimited frozen yoghurt

Byron• Young, trendy customers

• Few children• Small children’s menu

“I love Nandos with the kids, since it is cheap and simple”- Chopster

Piccolo Pizza Express• Pizza making parties• School visits (Children’s food trust)

• Children’s menu• #gettingkidscooking competition• Bambinoccino- Cappuccino for kids

“The pizza is better in Pizza Express, the children used to love the babmbinoccino” - BigBoobiedBertha

Pizza Express:• Smart, Stylish, Sophisticated• Quality food, reasonable prices• Ideal locations• Grown-up Italian Restaurant

How do we reposition Pizza Express?

The Problem

Print: Internet

Social MediaFacebook:162,412 likes

Majority aged 25-34472 people talking about Pizza Express

Twitter:38,820 Followers

52% active users1-3 Tweets a day

• Regular updates– Seasonal menu– New restaurant

• Interactions with customers

Piccolo ClubFacebook and Twitter Accounts• Piccolo Menu• Nutritional information• School Visits• Birthday Parties• Children’s Food Trust • Exclusive Offers

• Recipes for the family to try at home

• Print out activities for children

Pizza Express Locations• The majority of

Pizza Express restaurants are in London

• Majority of campaign online

• Print advertising in London

Media

Online:Display Advertising CPM:

• Mumsnet• Facebook• Daily mail online

Print:• Westfield• Oxford Street• Tube stations

– stairs, corridor, lift and escalator panels

• Time Out London Magazine

Budget Breakdown

• Online Advertising: £250,000

• Facebook: £50,000

• Print Advertising: £125,000

• Production: £75,000

Thank you for listening!