• by Tanya Gazdik , July 23, 2011

California Pizza Kitchen is launching a new campaign highlighting 10 new menu items.

The out-of-home campaign is the first work to break from West Hollywood, Calif.-based Dailey, which California Pizza Kitchen appointed as its advertising agency earlier this year.

Dailey is handling brand strategy and creative for California Pizza Kitchen; digital duties continue to be handled by Red Interactive Agency, based in Santa Monica, CA. The Chicago office of draftfcb, Dailey's sister agency, handles California Pizza Kitchen's frozen pizza business.

The campaign kicked off this week in key markets, including Los Angeles, Atlanta and St. Louis, and will be supported by a digital effort led by Red. Additional creative elements are expected to roll out in the coming months.

"Of course outdoor provides mass reach, but the campaign is really designed to target our loyal and less frequent customers (with boards strategically located near the restaurants) to create awareness of the new menu items, and provide a reason to visit again now," Dailey President Tom Lehr tells Marketing Daily.

The campaign introduces consumers to 10 new menu items now available across the country, including appetizers, soups, pizzas, salads and desserts that explore the bold, fresh tastes for which CPK is known.

California Pizza Kitchen, Inc., founded in 1985, is a casual dining chain featuring an imaginative line of hearth-baked pizzas, including the original BBQ Chicken Pizza, as well as a selection of pastas, salads, appetizers, soups, sandwiches and desserts. Of the chain's 265 restaurants, 205 are company-owned and 60 operate under franchise or license agreements.

The Company also has a licensing arrangement with Nestlé USA to manufacture and distribute a line of California Pizza Kitchen premium frozen products.