COPPELL, Texas -- Starting March 30, CiCi's Pizza is launching the company's new Penny Picker Upper promotion.
The company will drop $1 million in pennies in public places around their restaurants. The backs of each of these specially stickered pennies will list prizes like a free meal at a CiCi's endless pizza buffet, a free drink and a buy-one-pizza-get-one-free deal that can be redeemed at local CiCi's locations.
As part of the campaign, every specially marked penny that is brought back to CiCi's will be donated to the Big Brothers Big Sisters Club of America.
The multi-faceted media campaign will include three national TV spots that demonstrate how Americans can find and redeem CiCi's specially marked pennies. Television and radio ads will direct viewers to a promotional Web site where visitors can locate a CiCi's near them and find areas where marked pennies may be lurking, as well as create their own personalized Penny Picker Upper character/avatar.
The television spots were shot by Benjamin Blank of the Los Angeles-based creative studio Locksmith Content. Continuous updates on the promotion can be found on the CiCi's Pizza Facebook page.