Naples-born pizzeria L’Antica Pizzeria Da Michele appoints Agent99 as Australian PR agency

Award winning independent PR agency Agent99 has announced the addition of iconic Naples-born pizzeria L’Antica Pizzeria Da Michele to its client roster. Agent99 will support the opening of its first Australian restaurant in Sydney on Friday December 5th.

Da Michele rose to fame 15 years ago after a cameo in the 2010 film Eat Pray Love, where star Julia Roberts famously declared she was “in a relationship” with their pizza. Backed by 155 years of heritage and – since that infamous scene – 80 locations worldwide, Da Michele is now setting its sights on the Sydney dining scene, offering pizzas from $18, a sharp contrast to current market pricing, and a commitment to preserving the integrity of traditional Neapolitan cuisine.

Recognised by UNESCO in 2017 as part of the Intangible Cultural Heritage of Humanity, the pizzaiolo’s art form celebrates centuries of tradition, skill and social ritual. And bringing this tradition to Australia has been years in the making, with the team meticulously searching for the perfect location that could honour the legacy of the original Naples institution.

Bringing Da Michele to Sydney has meant importing top-grade Italian ingredients, and shipping traditional equipment — including the ovens from Naples — to ensure the experience remains as close as possible to enjoying the original. Every element has been considered to maintain the authenticity that has made Da Michele a global phenomenon.

As Da Michele’s official Australian PR partner, Agent99 will deliver a comprehensive launch program, including a high-impact media and influencer event, strategic media relations, and targeted media hosting. The agency also is also leading a year-long social media and content development strategy, marking an expansion of Agent99’s integrated service offering.

Says Sharon Zeev Poole, Founder and Director of Agent99: “Hospitality has always been a specialty area of ours, and we’re so excited to be joining the Da Michele team to introduce Australians to the world’s most legendary pizzeria. It’s a privilege to support their growth into this market.”

Agent99 will work closely with the Da Michele team to shape the brand narrative, build strong media and influencer relationships, and create an impactful social footprint that establishes the venue as a must-visit destination for an authentic, unapologetically traditional Italian dining experience in Australia.

Says Da Michele representative Giuseppe Costagliola: “From our first meeting, Agent99 stood out as an agency that was highly collaborative and creative. That’s just the type of partner we were looking for when bringing this historic brand to Australia. We have absolute trust that they will honour the legacy of our pizzeria as we open doors here in Sydney.”

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