Pizza Express embarks on UK sampling tour with BD Network

The activity is designed to drive awareness of Pizza Express' new Hawaiian pizza
The activity is designed to drive awareness of Pizza Express' new Hawaiian pizza

Pizza Express has enlisted agency BD Network to deliver an interactive sampling campaign around its new Hawaiian pizza offering.

Brand ambassadors from the agency’s dedicated staffing division, The Staff Room are handing out samples of the product at locations throughout the UK. 

The agency has also created accompanying props, including oversized pineapple shaped sunglasses, signage that reads ‘go bananas for pineapples’ and ‘I love Pizza Express Hawaiian’, mopeds and a media wall. 

Passers-by are invited to stop off at the branded space to have their photo or video taken with their desired props. These are then emailed to participants ready for sharing on social media.

The tour kicked off at Old Spitalfields Market last weekend (23-24 April) and will travel to Jubilee Street, Brighton this weekend (30-31 April), followed by Manchester Piccadilly Gardens and Albion Place in Leeds.

The activity is designed to drive engagement, trial and conversation of the new pizza offering, and it complements an above the line campaign created by Otherway, which has seen the brand take over buses and billboards with pineapple-themed wrap, and also includes print and social.

Gabby Barysaite, campaign manager, Pizza Express, said: "We were looking for a team who could deliver a flawless experience-based activation that was more than just sampling. BD have embraced our ATL concept, maintained the essence and premium aspect of our brand to bring the campaign to life locally and drive footfall."

Taryn Gelder, senior account director, BD Network added: "We created a campaign that not only drives awareness and footfall for the new Pizza Express spring menu, but also makes consumers re-appraise the brand.

"Our work leverages the experience derived from the new taste sensation and disrupts consumers in a playful manner, to put the brand back on their radar." 

Corona selected BD Network to activate its summer activity last year, meanwhile the agency's director Allan McLaughlin recently featured in our weekly My Event World series.

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