- WHITE PAPERS
CiCi's Pizza rolls out its new advertising campaign, titled "There's More Where That Came From," this week featuring TV, digital and in-store elements.
The campaign's first spot will introduce the newest addition to the CiCi's Pizza buffet - The Hog Fest pizza, topped with bacon, Italian sausage, sliced ham and pepperoni.
The campaign, which officially launched Feb. 20, uses humor to bring the company's offerings to life and draw attention to the wide variety of food available on CiCi's buffet. It is the first campaign created by new agency of record Publicis Dallas.
"CiCi's has a great quality and variety story to tell, and this campaign reflects what our brand is all about, beyond price," said CiCi's Pizza Chief Marketing Officer Nancy Hampton. "The ad campaign is driven by our innovative pizzas like The Hog Fest, which elevate our buffet to something special and distinctive that guests can't get anywhere else."
The Hog Fest, which soft launched nationwide the week of Feb. 13, is the first of several pizzas CiCi's will introduce in 2012 to add more variety to its buffet.
"CiCi's gives its guests more of everything for their dollar - more quality, more variety and more service - which inspired the tagline, 'There's More Where That Came From,'" said Shon Rathbone, Publicis Dallas EVP & executive creative director. "CiCi's is about family fun and great food for a great value, and the campaign brands each pizza with unique, colorful personalities to communicate that message."
The new advertising and product introductions are part of the company's continuing 10-year "Build the Brand" initiative to add 500 new restaurants by 2020. Progress in 2011 included 22 new restaurant openings, representing a nearly 25 percent increase in new locations over the previous year, and multiple new partnerships such as teaming with Publicis Dallas.
Read more about marketing campaigns.