CiCi’s Pizza debuts its new advertising campaign, titled “There’s More Where That Came From,” this week featuring TV, digital and in-store elements. The campaign’s first spot will introduce the newest addition to the CiCi’s Pizza buffet – The Hog Fest pizza, topped with crisp bacon, Italian sausage, sliced ham and pepperoni.
The campaign, which launched on Feb. 20 and is the company’s first with its recently hired agency of record, Publicis Dallas, uses humor to bring the CiCi’s pizza offerings to life and draw attention to the wide variety guests will find on the CiCi’s custom buffet.
“CiCi’s has a great quality and variety story to tell, and this campaign reflects what our brand is all about, beyond price,” said CiCi’s Pizza Chief Marketing Officer Nancy Hampton. “The ad campaign is driven by our innovative pizzas like The Hog Fest, which elevate our buffet to something special and distinctive that guests can’t get anywhere else.”
The Hog Fest, which soft launched nationwide the week of Feb. 13, is the first of several pizzas CiCi’s will introduce in 2012 to add unique varieties to its famous buffet.
“CiCi’s gives its guests more of everything for their dollar – more quality, more variety and more service – which inspired the tagline, ‘There’s More Where That Came From,'” said Publicis Dallas EVP & Executive Creative Director Shon Rathbone. “CiCi’s is about family fun and great food for a great value, and the campaign brands each pizza with unique, colorful personalities to communicate that message.”
The new advertising and product introductions are part of the company’s continuing 10-year “Build the Brand” initiative to add 500 new restaurants by 2020. Progress in 2011 included 22 new restaurant openings, representing a nearly 25 percent increase in new locations over the previous year, and multiple new partnerships such as teaming with Publicis Dallas.
Coppell, Texas-based CiCi’s Pizza opened its first restaurant in Plano, Texas, in 1985 and is now one of the nation’s fastest growing pizza chains. The family-oriented restaurant, known for its pizza, pasta, salad, soup and dessert buffet, has about 600 restaurants in 35 states. In 2011, Zagat recognized CiCi’s on its list of most child-friendly fast-food chains, and Entrepreneur named CiCi’s first in its category on the Franchise 500 list. In 2010, CiCi’s was named to Inc. Magazine’s top 5,000 list, and to Parents’ list of top family-friendly restaurants. Nation’s Restaurant News ranked CiCi’s No. 1 in sales and unit growth among pizza chains for the past four years.
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