2020 was a tough year for the food service industry. With COVID regulations throttling capacity and fears about the virus keeping many at home, restaurants had to come up with new ways to get people excited about dining out.
As the AOR for North Italia, we’re constantly looking for ways to kickstart excitement around the brand and rally fans around the menu. So what would it take to get diners out of their houses and back at restaurants?
Pizza brings people together. We looked at the calendar and saw that we could appeal to the universal love language of doughy goodness on the perfect date: Pi Day (March 14th… 3.14 – get it?)
But how do we do this in a way that feels true to North Italia? They may be a chain, but it’s a chain that takes great pride in its authentic connection to the local areas where its restaurants live.
More importantly, we knew that one of the biggest factors driving diners’ decisions to patronize restaurants was a desire to support local businesses.
We wanted to speak to fans through their love of local flavors. We built out a robust social & digital campaign around the concept of each North Italia location offering a pizza designed for local tastes, made with locally-sourced ingredients, for a limited time.
We worked with local chefs in key regions to develop pizza concepts that were as unique as the cuisine of the region.
North Italia’s best-selling pizza promo of all time. Thousands of fans not only loved the chance to taste what other cities had on the table, but rooted for the return of their local pizza creation.