Aspect Case Study
Pizza Express - Romana
An agile approach to keep up with the ever-changing Covid rules and restrictions.
THE CHALLENGE
In a post-lockdown era, how do you help a high-street restaurant stand out competitively, push their premium Romana offering, and flex the messaging at a hyper local level across a wide range of channels?
OUR STRATEGY
By harnessing the power of storytelling with compelling characters, an intriguing plot and plenty of emotion, we were able to communicate a memorable product and channel message – ‘Go Romana. Get the Drama’. We recognised and dramatised the key moment of indecision when it comes to choosing food and used this to celebrate the Romana product benefits and differentiate PizzaExpress.
OUR SOLUTION
This video-first integrated creative campaign treated all three commercial channels (Restaurant, Retail, Delivery) in their own right - allowing for media fluidity as lockdown restrictions flexed. A highly efficient and productive shoot enabled us to capture hero content plus alternative creative outputs specifically for social channels – ensuring each and every asset was tailored for maximum impact and effectiveness.
We were absolutely thrilled with how Aspect brought “Go Romana, Get the drama” to life, both in terms of their creativity and the sensitivity to the tough economic and political environment we were working in which meant almost constant flexing and updating the plan as we went along. We ended up with so much rich content that both drove the messages we needed, but amplified and gave the campaign real longevity.
Sarah Broadhead, Brand Manager, Pizza Express
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