Campaign: Reviving Pizza Sales Through Multi-Channel Brand Activation
Business Challenge
Pizza — one of the restaurant’s highest margin and most brand-defining menu categories — was significantly underperforming. Sales had softened due to low visual appeal, lack of promotion, and minimal awareness among guests that the restaurant even specialized in artisan pizza.
Objective
Reposition pizza as a hero offering and drive a measurable increase in orders through a visually led, geo-targeted, highly localized, multi-touch campaign.
Target Audience
•Local repeat guests who associated the restaurant more with dining than pizza
•Nearby households within mailing radius
•Weekend leisure diners and families
•Social followers unfamiliar with pizza offerings
•Nearby households within defined geo-fenced and mailing radii
Core Campaign Idea
“Make the pizza impossible to ignore.”
The strategy centered on elevating pizza visually and surrounding guests with crave-driven messaging across every possible touchpoint — before arrival, during the dining experience, and after.
Leadership Role
I led the campaign end-to-end including:
Developed and executed geo-targeting strategy to ensure spend and exposure were concentrated in highest-opportunity trade areas
Identifying the sales issue through menu performance
Developing the visual-first strategy
Art directing and producing photography
Designing all campaign assets
Coordinating print + distribution
Aligning social, in-house, and messaging across channels
Ensuring brand consistency from mailer to table
Improved campaign efficiency by concentrating spend and exposure within high-intent local trade areas
Outcome
Significant lift in pizza orders following campaign launch
Pizza reestablished as a core revenue driver
Increased guest awareness and perception of pizza as a specialty
Demonstrated the direct impact of visual marketing on menu sales
Strategic Execution
1. Visual Reset (Foundation of Campaign)
Directed and produced entirely new pizza photography
Focused on melty cheese pulls, texture, ingredients, oven-fresh authenticity
Styled images specifically for high conversion (not just beauty)
2. Guerrilla Snail Mail Drop
Designed oversized, bold mailers featuring only pizza visuals
Highly appeture-driven with minimal copy and strong CTA
Targeted local residential radius aligned with geo-targeted digital placements to trigger immediate awareness and cravings.
3. Social Media Push
Pizza-only content series across platforms
Highlighted variety, freshness, artisan positioning
Reinforced mailer visuals for consistency
4. In-House Conversion Tools
Table tents placed at every table promoting pizza
Posters throughout restaurant highlighting pizza as a specialty
Ensured guests couldn’t dine without seeing pizza featured
5. PR Integration
Positioned pizza as a renewed focus and specialty offering
Supported awareness beyond existing guest base
