The Challenge:
Marco’s Pizza, a beloved regional chain, was operating like a mom-and-pop shop in a market dominated by national QSR pizza giants. The challenge was to elevate Marco’s from a local favorite to a competitive player on the national stage, while staying true to the brand’s identity and passion for quality pizza.
Marco’s Pizza, a beloved regional chain, was operating like a mom-and-pop shop in a market dominated by national QSR pizza giants. The challenge was to elevate Marco’s from a local favorite to a competitive player on the national stage, while staying true to the brand’s identity and passion for quality pizza.
The Opportunity:
With pizza lovers as our target audience, the opportunity was clear: reposition Marco’s Pizza as the ultimate choice for true pizza enthusiasts. The campaign tapped into the universal love of pizza, leveraging the emotional connection people have with their favorite food. A witty and clever tone of voice was developed, creating “Marco-isms” that uniquely highlighted the brand’s differentiators—superior ingredients, crave-worthy taste, and exceptional quality. The brand underwent a bold transformation with a new look and feel: simplified typography, a modern font, a stand-out color palette, and a unique, ownable illustration style. This overhaul propelled Marco’s into a new league, enabling it to stand out in the crowded pizza market and compete with the big 4 QSR pizza chains on a national scale.
With pizza lovers as our target audience, the opportunity was clear: reposition Marco’s Pizza as the ultimate choice for true pizza enthusiasts. The campaign tapped into the universal love of pizza, leveraging the emotional connection people have with their favorite food. A witty and clever tone of voice was developed, creating “Marco-isms” that uniquely highlighted the brand’s differentiators—superior ingredients, crave-worthy taste, and exceptional quality. The brand underwent a bold transformation with a new look and feel: simplified typography, a modern font, a stand-out color palette, and a unique, ownable illustration style. This overhaul propelled Marco’s into a new league, enabling it to stand out in the crowded pizza market and compete with the big 4 QSR pizza chains on a national scale.
Deliverables:
Broadcast, Mnemonic Devices, Steaming Audio, Website, OOH, Swag, Giftcards, Digital Display, CRM, Paid and Organic Social, Tiktok, Animated Menu Loops, Instore Signage, Box and Boxtoppers, Brand Guidelines and more.
Broadcast, Mnemonic Devices, Steaming Audio, Website, OOH, Swag, Giftcards, Digital Display, CRM, Paid and Organic Social, Tiktok, Animated Menu Loops, Instore Signage, Box and Boxtoppers, Brand Guidelines and more.
