As far as milestone anniversaries go, Pizza Nova’s approach to celebrating them has historically been quite mild. Typically observed as a single-day event, anniversaries have always been an opportunity for the Primucci family to share the unique Scarborough-by-way-of-Italy origin story, announce business achievements, and recognize the brand’s formidable longevity.
Ringing in their 60th struck the brand owners a little differently this time around. Expressing a desire to shift their efforts, the Canadian pizza giant engaged us to spice up the celebrations with an omnichannel campaign.
Diving into the past, Davis was struck by the nostalgia found in connections that friends, families, and franchisees have formed to the enduring brand. This nostalgia became a key ingredient to our insight, strategy, and creative work.
For Group Account Director, Vania Campagnaro, it was a natural place to start. “I feel very close to the brand,” she explains. “I think most Canadians do. Afterall, Pizza Nova has always been a provider of traditional, quality Italian food. More than that, they are rooted in strong family values, which in turn fosters a sense of togetherness. Of course, this campaign pays tribute and builds awareness of their national success, but it’s also a tribute to all the individuals who have come together over the past 60 years to help make it happen.”
At the heart of this campaign is the 60th logo. Emblazoned on all elements including POS, website, social, packaging, event theming, OOH, and advertising, its kinetic curves are reminiscent of 1970s design. As the official pizza of the Toronto Blue Jays, the logo is displayed in Pizza Nova ads running on the digital screens behind home plate at Rogers Centre.
“We all gravitated towards the feelings that nostalgia conjures,” explains Chris Plewes, Creative Director. “It was a tremendous inspiration to the creative team and lead us through rich creative explorations. Incorporating a throwback iteration of the Pizza Nova logo pays homage to the brand’s heritage. Stylistically, it’s an obvious shift from the Masterbrand. Its aesthetic has an intentionally retro vibe that has mass appeal to consumers of all ages.”
Simple messages of thanks (in Italian) complement the anniversary logo on various touchpoints to remind consumers that they are an appreciated part of Pizza Nova’s past and an integral piece of the brand’s future. Davis carried the theme of gratitude throughout print ads and a radio spot focused on building awareness of the occasion.
Launched in May to coincide with Pizza Nova’s calendar anniversary, additional activations are scheduled through the end of 2023.