To launch its Volcano Dipper menu item, Pizza Pizza has rolled out a new campaign, created by Zulu Alpha Kilo.
Aimed at fans of the franchise’s Creamy Garlic sauce, gen z, and families looking to enjoy their pizza night in fresh fashion, the work celebrates the product’s volcano-shaped, dip-based core, positioning it as a ‘geologically delicious’ breakthrough that erupts with flavour. Headlined by a hero spot set at a school science fair, the creative platform builds upon the offering’s unique aesthetic, depicting the Volcano Dipper beating out a traditional volcano project, much to one student’s disappointment.
“The playfulness of the Volcano Dipper and the campaign tone are core to Pizza Pizza’s brand personality, and have served us well for a while now,” explains Adrian Fuoco, chief marketing officer of Pizza Pizza. “Everyone has memories of making a volcano in science class, so tapping into that shared childhood experience felt like a fun storyline for the Volcano Dipper’s launch.”
Supported by high-impact digital media placements, including paid search, Meta, TikTok, Snapchat, YouTube, DOOH, broadcast, and CTV, the special menu offering will be available for a limited time, whilst serving as an evolution of the brand’s mission to connect with younger demographics.