CiCi’s Pizza has just launched a new ad campaign featuring the first work from its recently selected new ad agency, Publicis Dallas.
The new campaign, entitled “There’s More Where That Came From,” will feature TV and digital ads as well as in-store messaging, the client has confirmed. The Coppell, TX-based pizza marketer spends an estimated $25 million on ads annually.
The first ad featured in the new campaign promotes the client’s latest pizza offering called the Hog Fest, which is topped with bacon, sausage, ham and pepperoni. The Dallas office of Publicis Worldwide, owned by the eponymously named ad-holding company, won the Pizza account after a review last fall. The incumbent, Interpublic’s Deutsch Los Angeles, opted not to defend.
The review was kicked off shortly after the arrival of a new CMO at the client-- Nancy Hampton. Commenting on the new campaign, Hampton stated that it’s designed to promote new menu items like the Hog Fest and other new items that will be debuting soon. "CiCi's has a great quality and variety story to tell, and this campaign reflects what our brand is all about, beyond price," stated Hampton. She said that new pizzas like Hog Fest "elevate our buffet to something special and distinctive that guests can't get anywhere else."
The new advertising and product introductions are part of the company's continuing 10-year "Build the Brand" initiative to add 500 new restaurants by 2020. Last year, the company opened 22 new restaurants, about 25% more new openings than the previous year.