Some fast food puts you on the fasttrack to heartburn. But there are healthy, tasty options for quick service food out there, and that’s the message Toronto agency Doug & Serge is helping Extreme Pita spread in a new campaign.
A division of Extreme Brandz, Extreme Pita wanted to let consumers know that nutritious food can be tasty, too.
Out-of-home posters show one of the company’s pitas under a variety of headlines, including “Something good you’ll crave really bad,” “Taste and nutrition’s lovechild” and “Low in saturated guilt.” The headlines in the posters appear on a proprietary wrapper in which Extreme Pita wraps its pitas (the top half of the wrapper can be torn off, which makes eating the pitas less messy). The tagline for each poster is “Extremmmely good.” They are up in Edmonton, Calgary and the Greater Toronto Area until Aug. 7.
The “guilt-free” aspect to Extreme Pita’s healthy food was the inspiration for the campaign, said Doug & Serge chief creative officer Doug Robinson, in a release.
Two radio spots in the new campaign, which was part of a redefining of Extreme Pita’s brand platform, are called “Marriage” and “Peace Treaty.” In the former spot, a wedding service between “taste” and “nutrition” takes place. In the latter spot, a fictional press conference in an Extreme Pita location sees “taste” and “nutrition” declare a truce after a long-standing conflict and sign a peace treaty. They are running until Aug. 21.
RMR Marketing Services handled the media buy for the campaign.
