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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.

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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.”

Credits:

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

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