
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.
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"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.