Pizza Capers introduces wraps along with a new TV campaign
The pizza chain launched the new “Phat Boy Pizza Wrap” campaign on TV, cinema and digital media.
The Phat Boy Pizza Wrap is made using tortillas filled with classic pizza toppings and toasted in the pizza oven.
Pizza Capers’ Managing Director, Sherree Halliwell, said the Phat Boy Pizza Wrap was created to access the growing lunch occasion, after research showed Australians are now eating take-out more at lunchtime than at dinner.
“New research from CREST into the Australian Quick Service Restaurant industry shows that in 2016 more Australians were eating takeout at lunch (43 per cent) as opposed to dinner (31 per cent), so for us it is about extending our menu to provide a tastier convenience option to consumers.”
“Australians love pizza and they love wraps, so we came up with the idea of combining the mouth-watering tastiness of a pizza with the convenience of a lunch wrap…and we think they’re pretty ‘phat’,” Halliwell said.
The new TVC features the brand’s Aussie larrikin, “Tracker Tracker”, introduced last year to track the big chain pizza delivery drivers and replace "crappy" pizzas with gourmet Pizza Capers pizzas. Pizza Capers worked with production and creative agency Boomshaka, with its Creative Directors Guy Edmonds and Matt Zeremes.
“For us, working with Pizza Capers is a perfect recipe. They want to make engaging funny content and are open to doing things differently. We want to do just the same. It’s about having a happy client with great content that doesn’t cost a billion dollars,” Zeremes said.
