Reverse Tariff

Point-of-Purchase - Single

2025

Zulu Alpha Kilo, Toronto, ON
t: 416-777-9858
e: awards@zulualphakilo.com
w: zulualphakilo.com

Ad Agency: Zulu Alpha Kilo Chief Creative Officer: Brian Murray, Jenny Glover Creative Director: Jonah Flynn, Kevin Sato, Michael Siegers Copywriter: Jonah Flynn, Marco Buchar, Jackson Kemp Art Director: Kevin Sato Account Team: Tara Collins, Alex Berube Chief Strategy Officer: Heather Segal Client: Pizza Pizza – Adrian Fuoco, Amber Winters, Ivy Yu, Serena Rao, Raymond Luk Media Agency: Media Experts Media Team: Sarah Crouch, Lera Pogorielova, Farial Nazim, Lily Lazzara, Blake Goldring, Yolanda Fu PR Agency: spPR Executive Producer: Laura Dubcovsky Producer: Andrew Sekine, Bianca Lacasse Post-Production House: Zulubot Director of Post-Production: Sarah Dayus Lead Interactive Artist: Andrew Martin Editor: Andrew Martin Motion Artist: Andrew Martin Senior Editor Assistant: Adrian Gluvakovich Audio Mixer: Pablo Rincon Music Studio: Doane Music Voice Director: Creighton Doane French Adaptation: The French Shop Copywriter: Émilie Choquet Adaptation Director: Valérie Forget Account Supervisor: Sabrina Desjardins

When Trump announced a 25% tariff on Canadian imports, Pizza Pizza introduced the Reverse Tariff — a 25% discount on pizza. Strategically launched during the Canada–US finals of the Four Nations Hockey Tournament, the campaign maximized visibility and tapped into national pride at a moment of heightened emotion and attention. The result: sales soared 20%.