Brisbane-based independent full-service agency BCM has been appointed as creative and media partner for Pizza Capers.
The agency 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.
“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," Pizza Capers marketing manager Zoe Jacovou says.
Launching this week, Extra is our Ordinary, is the first collaboration between Pizza Capers and the agency.
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.
“This a perfect example of what you can achieve with a connection first approach," BCM managing director and partner Phil McDonald says.
"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”.
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