Winning the fight against a pandemic
Context and ambition
PizzaExpress, known for democratising great quality, Italian pizzas, wanted to extend its authority in authentic Italian dishes through a new grocery meal deal range to drive brand saliency.
With its restaurants forced to close during much of the pandemic, the brand saw the opportunity to expand its product range across new retail categories to answer the consumer desire to recreate the out of home experience, at home.
Despite being unable to eat out during lockdown, consumers were still seeking that loved restaurant experience, sense of occasion and opportunity to get together with a loved one and treat themselves – to have a night off to relax and unwind without spending hours in the kitchen.
The PizzaExpress meal deal is all about permissible indulgence and the experience that can be shared with friends and family at home. We broadened the brand’s ‘great pizza, good times’ philosophy to encompass ‘great meals, good times’ and brought this to life with an updated roundel on pack, as well as clearly highlighting each product’s part in a meal deal and its ability to be shared.
The food photography is staged in a way that’s reminiscent of the restaurant experience, but in keeping with the existing brand guidelines and design codes of each product’s categories. And a natural but rich and luxurious colour palette reinforces the range’s status as an everyday treat.
We have created an immediately recognisable in-store destination for PizzaExpress, in a cohesive and impactful way that’s relevant to both consumers and brand. It has allowed the brand to capture consumers’ imaginations in-store and to bring its restaurants’ promise of ‘good meals, good times’ to UK homes.
Brandon has done a fantastic job of giving customers the opportunity to enjoy the full ‘dine out’ experience at home and in keeping the brand front of mind and relevant to consumers. The whole range sits together perfectly to bring a level of theatre in-store, which we’re really excited about. We can’t wait to see how consumers buy into it.
Head of Retail