Debonairs Pizza, the leading quick service restaurant in the pizza category, has launched an innovative new version of its popular On the Double® offer as part of its ongoing strategy to engage with millennials and attract new customers.
The 28-year-old brand briefed its long-standing agency, FCB Joburg, to develop an above-the-line campaign for the new On the Double® Stacked to flight on SABC channels, ETV, DSTV channels, M-Net and Comedy Central.
Conceived by Creative Director Greg Cameron, Art Director Julie Thorogood and Copywriter Este De Beer, ‘It’s a mouthful’ is a characterful party life vignette showing how the On the Double® Stacked, with an extra layer and a cream cheese filling, can stop even the most talkative person from nattering on, and on.
It was directed by Egg Films’ Zweli Radebe and took two days to shoot: one day for the performance actors and one day for the food, and is flighted in both 30-second and 20-second formats.
You can view the rib-tickling ad here:
Debonairs Pizza Marketing Executive, Toni Joubert, explained that innovation remains a key trend in the QSR category.
“Today’s consumers, especially millennials, are excited by the opportunity to try something new,” she said. “As a result, they expect to see menus change regularly to feature new products alongside the old faithful.
“For this promotion, we’ve given the On the Double® a bit of a twist by sandwiching our secret cream cheese filling between two crisp bases and topped with their favourite On the Double flavours. The On the Double® Stacked offers an exciting, filling sensory experience for all.”
Client: Debonairs Pizza
Marketing Executive: Toni Joubert
Marketing Manager: Monica Sithole
Brand Manager: Pamela Makhalemele
Creative agency: FCB Joburg
Business Unit Director: Mogani Naidoo
Account Director: Kefilwe Khanda
Account Manager: Kaylyn Naicker
Chief Creative Officer: Ahmed Tilly
Creative Director: Greg Cameron
Copywriter: Este de Beer
Art director: Julie Thorogood
Traffic Manager: Theresa Selema
TV production: Sindi Hirchowitz
Media planners: Jedd Cokayne and Sulize Janse Van Vuuren
Production companies: Egg Films
Director: Zweli Radebe
Editor: William Kalmer
Post-production: Post Modern
Audio post-production: Tiger Fight