From unheard of Detroit-style to global crave-worthy brand: repositioned Jet’s Pizza into a crave-worthy experience that made it impossible to ignore.

_______________

The Industry: Food & Beverage 

The Rub: Putting the pizza industry into perspective, it’s one of the most saturated industries in the world. In fact, there’s one pizzeria for every 5.1K people. Yet despite that, many mom-and-pop shops and hometown pizza chains are still slinging for the top title: to have the best pizza, condiment, delivery, reviews, fandom – you name it. 

The Mindset: Among the newbies, what is a Detroit-style pizza anyway and does it get delivered by a guy with an accent? Among the pizza lovers, just how crave-worthy is this slice dipped in ranch?

The Urgency: With the amount of $$$ Americans spend on bland, store-bought pizzas or fast-casual joints that miss the mark, there’s no better time than tonight to meet fans and skeptics where they’re at and make it impossible to ignore. The battle is real, the fans can smell fake and the trust and love is hard to earn. 

The KPIs: Audience awareness & engagement. Social reviews. Pizza orders. Slices sold and delivered. Customer service happiness score.