Little Caesars' new marketing campaign bets on reverse psychology
Aug. 3, 2012
Little Caesars has introduced a new marketing campaign asking customers not to call the chain to order a pizza. The attempt at reverse psychology encourages guests to choose carry out instead for its $5 Hot-N-Ready pizza.
The new commercial warns customers not to call 1-800-Try-Little-C. Those who do call the number get the following recorded message:
"Oh, why have you done this? If you're looking for pizza, you've come to the wrong place. At Little Caesars, you don't get pizza from a phone; it's hot and ready and waiting for you now at stores. I'll give you one last chance to redeem yourself. Do not go to www.forbiddenpizzawebsite.com. No matter what.
If you follow these instructions, you will live out the rest of your days in peace. If you do not follow these instructions and you do visit www.forbiddenpizzawebsite.com you will definitely regret it."
The website offers a final warning to customers to not enter their address. When they do, a Google Map of their house comes up, along with the claim that their house is now haunted. To find out how to "unhaunt" their house, guests are then shown the nearest Little Caesars location, with directions included.
According to Ad Week, the campaign was created by Barton F. Graf 9000, and "tests the limits of quirkiness and customer curiosity." It includes a radio spot also featuring reverse psychology.
There have been some reactions to the new campaign on the brand's Facebook page. Fan Michael Bednarczyk said he loves the ad campaign because it's funny.