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Pizza fans respond to campaign revival by Little Caesar’s

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Mon, 06/08/2012 - 14:32
Ted Marzilli
Little Caesar's

The iconic “Pizza! Pizza!” tagline is back at Little Caesar’s, and now the brand has driven up perception among pizza fans. Pizza-eating consumers already rate Little Caesar’s above the sector average, but this gap has been widening since the campaign was launched on June 25, 2012.

YouGov BrandIndex measured what pizza chain customers think of the brand using its Buzz score, filtered for consumers who had eaten pizza in the past 3 months. Respondents were asked of major pizza chains: “Have you heard anything positive or negative about this brand, either through advertising, in the news, or by word of mouth?” Buzz score for Little Caesar’s rose from a pre-campaign score of 19.6 on June 25 to 27.5 on July 23. Little Caesar’s is outperforming the pizza market – the chain’s 7.9 increase in score is unmatched by the sector which improved by 0.5 in the same period.

Two new TV spots put a modern twist on the old “Pizza! Pizza!” catch line, which was introduced in 1979 to promote the chain’s “two great pizzas, one low price” offer. The first commercial, “Babe”, sees a teenage girl and boy telling their grandpa that they picked up a pizza for $5. In the advert for Little Caesar’s Hot-N-Ready pizza, the grandfather replies: “Well paint me blue and call me babe!” In “Fishing”, a man on a riverbank holds up a catch shouting “Woo! Fish”. Another man sitting nearby responds by shouting: “Woo! Five dollar pizza!” only to be joined by a woman with her dog shouting: “Woo! Dachshund”. The deal might have changed, but the pizza chain hopes the long-standing line will still resonate with consumers.

Buzz score for Little Caesar’s compared with QSR Pizza Sector (June 25 2012 to July 24 2012)
  Buzz score for Little Caesar’s compared with QSR Pizza Sector (June 25 2012 to
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