Beyond Delicious|户外|广告营销案例【ADGuider广告指南】

超越美味

案例简介：全球餐厅品牌 California Pizza Kitchen (“CPK”) 与专门从事品牌转型的营销机构 Made 合作，推出 CPK 迄今为止最全面的活动 “Mind blow”,突出花椰菜比萨饼皮令人惊讶的美味。自 1985年在加州贝弗利山成立以来，加州披萨厨房在烹饪创新方面有着悠久的历史。以向世界介绍加州风格的比萨饼而闻名，在这种比萨饼中，创意风味、成分、地区和文化相互碰撞,CPK 创造了菜单项，如最初的烧烤鸡肉和泰国鸡肉比萨饼，激发了烹饪趋势。现在，CPK 和 Made 联手庆祝 CPK 的最新披萨创新之一，花椰菜披萨皮，最近推出了一个综合广告活动，包括视频，外出,数字和支持媒体突出了由不太可能但用途广泛的蔬菜制成的花椰菜比萨饼皮的美味味道。California Pizza Kitchen 是第一个在 2018年推出花椰菜披萨皮的全国性餐厅品牌，提供美味,基于素食的外壳选择适合无麸质饮食以及那些只是想在饮食中添加更多蔬菜的人。花椰菜披萨皮可用于就餐，外卖，送货，外卖和烘焙披萨，该品牌的最新产品。 “这场运动看起来不像其他类别，” Made 的创始人兼首席创意官戴夫 · 希夫说。“但为了不同，这没什么不同。都是关于一口杀手披萨。即使是创造性的设备本身，一个被摧毁的头脑的爆炸，也在讲述一个成分故事。这种反应不是正常的咬着笑。这些人很高兴被他们品尝的东西吓坏了。“Made 于 4月 2018年开始与加州披萨厨房合作。除了作为新的 “心灵爆炸” 活动的创造性领导者，他们还在定义 CPK 的营销战略和定位方面发挥了重要作用。广告由简短的小插曲组成，人们在其中体验到 CPK 花椰菜皮披萨的美味,导致花椰菜茎以视觉沉浸式的方式在它们头顶上爆炸。这些视频是以极高的画面拍摄的，因此可以放慢速度来补充《邮报》中添加的花椰菜动画。这项工作于 9 月 30 日在家庭外、广播、数字和社交媒体上启动，并在年底前仅在洛杉矶地区运行。加州披萨厨房全球 CMO 斯科特 · 哈格罗夫说: “我们相信，当你添加一点加州披萨时，一切都会变得更好，我们的花椰菜披萨皮就是一个很好的例子。”。“它结合了 CPK 所熟知的最好的东西 -- 传统披萨上的创意加州旋转，一个对你更好的因素，当然,我们家乡令人惊讶的新鲜农产品。自 2018年1月我们在全国范围内推出以来，花椰菜皮对我们来说一直是成功的，并继续发挥作用。通过这次活动，我们想为我们的客人喜欢的产品点亮一盏灯，工作看起来与你通常在这个类别中找到的非常不同。"

超越美味

案例简介：Global restaurant brand California Pizza Kitchen (“CPK”) has partnered with Made, a marketing agency that specializes in brand transformation, to launch “Mind Blown,” CPK’s most comprehensive campaign to date, spotlighting the surprisingly awesome flavor of Cauliflower Pizza Crust. California Pizza Kitchen has a long history of culinary innovation since its founding in Beverly Hills, Calif. in 1985. Known for introducing the world to California-style pizza in which creative flavors, ingredients, regions and cultures collide, CPK created menu items such as the Original BBQ Chicken and Thai Chicken pizzas that spurred culinary trends. Now, CPK and Made have teamed to celebrate one of CPK’s latest pizza innovations, Cauliflower Pizza Crust, with a recently launched integrated ad campaign including video, out-of-home, digital and supporting media that highlight the delicious flavor of cauliflower pizza crust made from the unlikely yet versatile vegetable. California Pizza Kitchen was the first national restaurant brand to introduce Cauliflower Pizza Crust in 2018, offering a flavorful, veggie-based crust option suitable for gluten-free diets as well as those simply looking to add more vegetables to their diet. Cauliflower Pizza Crust is available for dine-in, take out, delivery and Take and Bake Pizzas, the brand’s latest offering. “This campaign doesn’t look like anything else in the category,” said Dave Schiff, Founder and Chief Creative Officer of Made. “But it’s not different for different’s sake. It’s all about a bite of killer pizza. Even the creative device itself, the explosion of a blown mind, is telling an ingredient story. And the reactions aren’t the normal bite-and-smile. These people are happily freaked out by what they’re tasting.” Made began working with California Pizza Kitchen in April of 2018. In addition to serving as the creative lead on the new “Mind Blown” campaign they have played a major role in defining CPK’s marketing strategy and positioning. The ads are composed of brief vignettes in which people experience the mind blowingly delicious taste of CPK Cauliflower Crust Pizza, resulting in a stalk of cauliflower that animates to explode in visually immersive fashion just above their heads. The videos were shot at an extremely high frame so things could be slowed down to complement the animation of the cauliflower, which was added in post. The work launched on Sept. 30 in out-of-home, radio, digital and social media and runs exclusively in the Los Angeles area through the end of the year. “We believe everything is better when you add a little California, and our Cauliflower Pizza Crust is a great example,” said Scott Hargrove, Global CMO of California Pizza Kitchen. “It combines the best of what CPK’s known for – a creative California spin on conventional pizza, a better-for-you factor, and of course, the amazingly fresh produce of our home state. Cauliflower Crust has been a success for us since we introduced it nationwide in Jan. 2018 and continues to perform. With this campaign, we wanted to shine a light on a product our guests love, with work that looks very different from what you’d typically find in the category.”