THE SITUATION: Founded in the iconic surf city of Santa Cruz, Pizza My Heart expanded rapidly in upscale suburban areas in the Silicon Valley. The rapid expansion allowed the brand to become diluted. With over 22 pizza restaurants in the Bay Area, this one-time proud part of the California surf culture now featured Hawaiian leis, silk-screened plastic merchandising, confused graphics and inconsistent materials.
THE PROGRAM: We looked at every consumer touch point throughout the restaurant, then took the brand back to a grittier (sandier) feeling with a sun-bleached color palette, natural materials and irreverent 60’s surfer attitude. We then turned to the packaging. The pizza boxes were one of the largest sources brand impressions so we needed something that was unique and stood out. Limited with 3 flat colors, we featured the brand’s hip surfer vibe and fun facts about the brand. In the process, Pizza My Heart walked away with the Best Pizza Box award at the International Pizza Expo competition.
THE RESULTS: Customers were stoked and reacted positively to the new look and attitude. Pizza My Heart sales were up 9% in 2010 after the launch of new marketing.