• by Teresa Buyikian , February 6, 2024

Peter Piper Pizza has named Dallas-based Citrus Advertising as its new advertising agency of record. The shop will handle branding, creative development and execution as well as media services for the brand.

The 51-year-old pizza chain has launched the partnership with an English and Spanish positioning and campaign entitled “The Fun is Baked In” or "Diversión en Cada Bocado” in Spanish. The new effort consists of several TV executions filmed in Phoenix in partnership with True Story Films. The spots will begin their TV run in March, with new work appearing throughout the year.

The woman-owned Citrus Advertising specializes in “multi-unit retail for brands.” The agency’s initial work depicts real customers who were invited to experience the fun (of Peter Piper Pizza) themselves, according to a release.

"For our restaurants in El Paso, Rio Grande Valley and the rest of Texas, we love the strategic insights Citrus Advertising has delivered,” said Howard Smith, CMO of Pizza Properties Inc., the largest Peter Piper franchise group. “The new creative embraces the diversity of our customers and offers the ability to connect Peter Piper Pizza with our guests in culturally relevant ways.”

Peter Piper Pizza, which has 120 locations in the U.S. and Mexico, is owned by CEC Entertainment, which is also parent to Chuck E. Cheese Entertainment centers.