CiCi's Pizza launches first national media campaign

COPPELL, Texas — CiCi's Pizza has launched its first national advertising campaign introducing the buffet chain's brand identity and consumer benefits to the country. The advertising campaign was created by Deutsch LA.

 

"This campaign will greatly enhance our overall market awareness," said Tom Koenigsberg, chief marketing officer for CiCi's Pizza. "Using network cable television and network radio, we can begin to tell the unique CiCi's story."

 

The campaign includes two television spots, 15 and 30 seconds long, and feature on-location shots of guests enjoying CiCi's buffet.

 

For potential guests who do not live in a market with a CiCi's but use the company's Web site restaurant locator (cicispizza.com), the company launched a personal message from Craig Moore, president and chief executive, promising a CiCi's is coming soon to their area.

 

"Our strategy was to introduce CiCi's exceptional level of customer service even prior to guests visiting our restaurants," said Koenigsberg. "By having the president of CiCi's welcome prospective guests, giving them a personal tour and assuring them that CiCi's will be in their neighborhood shortly, we are hoping the visitors to the site will anticipate and look forward to a CiCi's coming to their area."