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Extreme Pita is getting fresh in more ways than one with a new campaign to promote its new limited-time Spring Fever pita.
A 30-second radio spot features the voice of a nerdy-sounding plain pita, who “never did very well with the ladies.” As he explains how Extreme Pita is loading him up with fresh berries, spring mix, goat cheese, balsamic dressing and grilled chicken, he gradually morphs into a sexy, slow-talking Barry White-esque character.
“The objective was to make sure people understood the transformation from a regular plain pita to this much more robust, intoxicating offering, and the pita itself comes to that realization with all the new fresh ingredients,” said David Brouitt, creative director at The Adlib Group, which created the campaign – its first assignment for the brand.
Additionally, people tend to move away from heavy winter comfort food to lighter spring fare, said Brouitt, “so we tried to get that message across in the spot as well.”
“In radio, you have to break through and I think humour fits with our brand,” said Nancy Cogger, director of marketing at Extreme Pita. “The ad has such a surprise between the beginning and the end, so I think it will break through… [The narrator] is basically reading menu copy and made it funny.”
The campaign, which also includes a transit ad and in-store POP, launches April 8 and runs in various regions across the country throughout the spring. One Advertising handled the media buy.
Based in Mississauga, Ont., Extreme Pita is part of Extreme Brandz, a quick-service restaurant franchisor that also has Purblendz smoothie bar and Mucho Burrito under its umbrella.
