Launching this week is the first collaboration between Pizza Capers and independent media and creative agency BCM.
BCM was recently appointed to run Pizza Capers’ media planning and buying following a competitive pitch in July.
The appointment also came with BCM taking on the brand’s creative duties, developing the campaign that launched this week, “Extra is our Ordinary.”
Says Zoe Jacovou, marketing manager, Pizza Capers: “The team at BCM really clicked with our brand from the first moment, showing great knowledge of the brand, fantastic insights and strategy, resulting in on point media planning and creative.”
The campaign planning and execution was designed to support the brand’s franchise partners, the 40-odd Aussie small business owners who are the ones making that little ‘extra’ the norm at Pizza Capers.
The campaign also features a move to what Pizza Capers do best, bold flavours with bold creative. Coupled with this bold tone, the campaign features real, indulgent food imagery which bucks the trend of the perfect, but inedible food photography. The pizza featured in this campaign coming straight from a real Pizza Capers’ oven, all 100% edible, with barely a slice going to waste after the shoot.
Says Phil McDonald, managing director and partner at BCM: “This a perfect example of what you can achieve with a connection first approach. When you start by truly understanding the people who really count, then land a tightly defined targeting strategy, the creative execution becomes so much more relevant and powerful.
“It’s great to be working with a client like the Pizza Capers team and Pizza Capers Franchise Partners who want to find new ways to make a connection and stand out in the category.”