Zulu Alpha Kilo drops XXL

Part out-of-home stunt, part television shoot, Pizza Pizza's new campaign made an XXL Drop to a busy Toronto neighbourhood to launch their new product offering: the XXL pizza. The campaign, created in partnership with Zulu Alpha Kilo, kicked off with a special-build XXL pizza box—Spanning 20 feet by 20 feet, weighing a whopping 5,000 pounds—the replica Pizza Pizza box was constructed, delivered, and then hung in the air by a 200-foot crane. 

The XXL pizza box remained suspended in the sky in a densely populated condo community, creating a flurry of buzz with people in the area rushing to social media to post photos and videos of the pizza box. In addition to the XXL pizza box stunt, the campaign, which is running nationwide through May, consists of a TV spot, digital out-of-home, and social media ads.

“Our new XXL pizza is 18 inches in diameter with 8 massive slices; it’s an absolutely huge pizza. So we needed an announcement that would do this big pie justice.”

Adrian Fuoco, Chief Marketing Officer at Pizza Pizza 

 

The TV and online video ads were created from footage captured from the stunt. It features the real, giant pizza box hanging from the 200-foot crane in the sky amongst towering skyscrapers. The box is lowered to the ground to a waiting group of real construction workers and onlookers. Original music, created by Circonflex, features a choir chanting “Pizza! Pizza!” throughout the spot.

“The brief was simple: this is a really big pizza – so we decided to keep things simple and make a really big ad.” 

Brian Murray, Chief Creative Officer at Zulu Alpha Kilo

Pizza Pizza’s new XXL pizza is now available at restaurants across Canada—and for a limited time, it's just $19.99 with three toppings. The special-build out-of-home, TV spots and online video created by The Deli, digital out-of-home and social media ads, with media planning by Media Experts and PR by spPR.

About Pizza Pizza

Pizza Pizza Limited was founded in 1967 in Toronto, Ontario, and has grown to become Canada’s leading national Quick Service pizza brand with over 800 restaurants across the country. In 2007, Pizza Pizza acquired the Pizza 73 brand, which operates over 100 locations, primarily in Alberta. Pizza Pizza is guided by its vision of “Always the best food, made especially for you,” with a focus on quality ingredients, customer service, continuous innovation, and community involvement. In 2022, Pizza Pizza introduced its brand platform ‘Everyone Deserves Pizza,’ a testament to their belief that pizza is all about inclusion. For more information,

W. pizzapizza.ca, pizza73.com | or follow Pizza Pizza on Facebook, Instagram, LinkedIn, and X @PizzaPizzaLtd.

Creative Credits

Client:  Pizza Pizza
Agency: Zulu Alpha Kilo
Chief Creative Officer: Brian Murray, Jenny Glover
Associate Creative Director/Art Director: Andrea Por
Associate Creative Director/Copywriter: Christina Roche
Creative Director: Michael Siegers, Kevin Sato, Jonah Flynn
Clients: Adrian Fuoco, Amber Winters, Ivy Yu, Raymond Luk
Account Team: Tara Collins, Alex Berube, Twisha Sharma
Chief Strategy Officer: Heather Segal
Group Strategy Director: Cameron Fleming
Sr. Producer: Teresa Bayley
Media Agency: Media Experts
Media Experts Team: Sarah Crouch, Lera Pogorielova, Farial Nazim, Lily Lazzara, Blake Goldring, Yolanda Fu
PR Agency: spPR
Production Company: The Deli
Director: Matt Eastman
Executive Producer: Ben Robinson
Line Producer: Kailey Shanque
DOP: Simon Shohet
Post-Production Company: Zulubot
Executive Producer: Adam Palmer
Sr. Producer: Lena Hamady
On Set Videographer & Photographer: Pablo Rincon
Editor: Micah Rix-Hayes
Online Artist & VFX Supervisor: Felipe Chaparro
Assistant Editor: Adrian Gluvakovich
Colourist: Felipe Chaparro
Cinematographer: Adam Griffiths
Line Producer: Amy Groll
Studio Manager: Henry Eugenio
Studio Artist: Sunny Jung
Food Stylist: Michael Elliott
Music & Audio Production: Circonflex
Executive Producer: Houng Ngui
Voice Director: Tim White
Sound Engineer: Sydney Galbraith
Composer: François-Pierre Lue

Anyone else craving pizza?! Great campaign team Zulu!