Created in collaboration with VB&P, the new brand positioning includes a new logo, typography, bright brand colours and bold illustrations, and can be seen across updated restaurant menus and redesigned pizza boxes, as well as in OOH, POS and social media channels.
As part of the rebrand, it has launched two new key market propositions; a new PizzaExpress Club rewards scheme and lunchtime pizza wraps.
PizzaExpress Club rewards customers every time they dine, and members retain their free rewards for a whole year. The app rewards everyone with free dough balls for joining.
The app represents a clear move away from heavy discounting such as 2-for-1 offers, with customers required to eat in PizzaExpress restaurants and buy PizzaExpress retail products multiple times to receive free items.
PizzaExpress Club will be promoted via a TV and social campaign featuring a ‘humorous array of pizza-loving misfits doing mischievous things, embodying the fact that it doesn’t matter why a customer is there, they will be rewarded regardless’.
The advert is voiced by David Mitchell and is the first major AV campaign from PizzaExpress in over a decade. It is scheduled to run at peak-times across ITV, Channel4 and Sky.
The all-new pizza wraps, meanwhile, will offer a 'lighter, handheld option for on-the go diners' in a bid to 'draw lunchtime crowds'.
The wraps launch first via takeaway and collection from today (22 February), then will be available in restaurants from 1 March. The lunch wraps come in a variety of PizzaExpress favourites including American Hot, Padana, Pollo Ad Astra, Sloppy Vegan and BBQ Burnt Ends.
Shadi Halliwell, Chief Customer Officer at PizzaExpress, comments: “Together with our valued agency partners we are reinvigorating one of the nation’s favourite brands. While everyone undeniably loves pizza, what we get out of it is expressly different.”
Our new brand positioning of ‘Expressly for Everyone’ simply means we want to celebrate and elevate the many ways people enjoy our food. That’s why we’re always expanding our offering, so no matter who you are we’ll always have something for you at PizzaExpress.”
