News
Perfect Pizza is 'Mad About Pizza' following brand repositioning with STEEL
19 October 2009
STEEL has repositioned the Perfect Pizza brand in a bid to take market share for this British challenger brand from the American market leaders.
The new brand positioning is 'Mad About Pizza'.
It forms the heart of a fully integrated strategic plan, designed to cut Perfect Pizza a unique slice of this highly competitive market. Designed to fully differentiate Perfect Pizza from the competition, the new positioning refocuses the brand on product and service truths while adding bags of personality and humour.
The new look is designed to maximise impact and to be very memorable while humanising what is traditionally a product and price led marketplace. The bold new creative also builds on Perfect Pizza’s credentials as the local, more personal pizza delivery company.
All brand, marketing and packaging collateral has been redesigned in line with this bold new positioning. The website has also been fully updated.
STEEL relaunched the Perfect Pizza website in January 2009. The new site is already achieving a 100% year-on-year increase in weekly revenue - and sales are still growing. The websites features the unique ‘Perfect Price Promise’ which automatically gives the best deal, without the customer having to ask for it.
Simon Jarvis, Marketing Director at Perfect Pizza, said “To compete with the market leaders and to stand out from the noise and sameness of the pizza delivery business we have to do things differently. We must own a unique place in the market and deliver against the promise of a strong brand proposition. ‘Mad about pizza’ speaks of our unique drive to be the best in everything we do. The new brand encapsulates that perfectly.”
Kevin Pond, Creative Director at STEEL, said “To reposition the Perfect Pizza brand we started at grass roots, with the franchisees who own the Perfect Pizza stores. One thing they had in common was passion in abundance... passion for the business, the product and the customer. This was our inspiration for ‘Mad about pizza’ and all the marketing activity you will see in the coming months.”