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Pizza Delight is serving up some homemade pies for a new television commercial that launched earlier this month in the Atlantic provinces.
The 30-second spot starts in black and white as David Hale, a Pizza Delight franchisee in Newcastle and Riverview, N.B, prepares to open for business.
The ad shows Hale preparing that day’s dough by following a secret recipe and process that was developed over 40 years ago in the chain’s first restaurant.
The commercial then turns to colour to tout the chain’s new Philly Cheese Steak, Canadian Bacon Classic and Italiano pizzas, and ends with the tag line: "It’s good to be home."
Hale’s ad is part of the chain’s new "Stories" platform that aims to tell consumers what is unique about the chain, said André Levesque, director of marketing for the Canadian owned franchise, which is a division of Imvescor Restaurant Group Inc.
Pizza Delight strives to become integral to the communities in which it operates, said Levesque.
"It made sense for us to use real people to tell the story," he said. "It’s more authentic than if we tried to hire an actor to represent what we do in our restaurants."
The chain, along with its agency of record BleuBlancRouge, presented "Stories" and a second more food-focused campaign concept to consumer groups before launching the effort earlier this year.
"Stories" won out because it resonated more with consumers, said Levesque.
The storytelling approach helps build the brand one story at a time, said Dominique Trudeau, the agency’s vice-president, creative director.
"We reworked the brand around the idea of hometown and we came up with all the values–the people, and how they’re close," he said.
Pizza Delight operates more than 90 family restaurants in Atlantic Canada, Ontario and Alberta. Because more than 80% of the chain’s locations are in the Eastern provinces, it made sense to only run the TV ad in that region, said Levesque. However, its radio equivalent is running in Ontario.
This spot is the first of four commercials to include restaurant franchisees and staff.
A second spot, in addition to print materials, will launch in March. BleuBlancRouge is handling the media buy.
