The Challenge

Riding on the success of Peperoni Pizzeria, a new opportunity arose to extend into the growing fast casual dining space, targeted specifically at today’s trendy millennial generation. The challenge is to get in front of them in their crowded and highly social world.

The Insight

“The Pizza Collective” or “TPC” conjures an image of trendy edginess and stands for a community of pizza lovers who enjoy creating and sharing life’s best moments, and the many different ways pizza can be shared for fun.

The brand was brought to life through witty slogans and a suite of icons peppered on merchandise and throughout the store environment designed to evoke the immediacy of express delivery. The “#I***TPC” hashtag was also created to support its social media strategy, expressing the diverse emotions and memorable moments they experience through TPC.