“Resolution Solution” a new campaign from Pita Pit takes a tongue in cheek-approach to New Year’s resolutions, and aims to demonstrate how the brand can help Canadians stick with them.
Developed by Lowe Roche, the national campaignincludes print, in-store, social media and three 30-second radio ads that promote Pita Pit’s line of 10 pitas under 500 calories. This is the Toronto agency’s first work for the quick service chain, it doesn’t however, retain AOR status.
The spots “Beans,” “Gym” and “Yoga” address some of the most common New Year’s resolutions; eating healthier, getting in shape and learning to relax, respectively. In each ad, a beleaguered individual details the struggle to maintain their resolve, until an announcer proclaims, “Stop the torture. Pita Pit has your New Year’s resolution solution.”
“Ninety per cent of people do not stick to their resolutions, and usually they drop off by the end of January,” said Monica Ruffo, CEO of Lowe Roche. “We just thought the work was very entertaining and had an interesting twist on resolutions. There are so many campaigns out there in January on resolutions and a lot of them take it very seriously and so we kind of spun it in a different direction.”
With more than 200 locations across Canada, Pita Pit has been a fixture on college campuses since its inception in 1995. According to Ruffo, the campaign is aimed at both the, “campus crowd, which is still the core of Pita Pit,” and millennials who came of age with the brand and are now raising young families.
The effort runs until Jan. 31.
