• In a creative departure for the brand, Cicis Pizza will debut C.C. Pazzini, a fun and whimsical character, as its new spokesperson in August.
• Pazzini pilots a magical flying machine while touting Cicis’ all-you-can-eat buffet, specialty pizzas and game room with humor and tongue-in-cheek rhymes.

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Cicis Pizza just launched a fresh focus on its dining and social experiences with its “Endless Pizzabilities” branding campaign. Debuting this month, the initial 30-second spot is helmed by C.C. Pazzini, a fictional and whimsical spokesperson who will spread the message that, beyond affordability, Cicis is about bringing people together to have fun.

The campaign marks a dramatic creative departure for the brand, utilizing bold humor and visual effects. In the campaign’s video assets, the four-inch-tall Pazzini gives viewers a tour of Cicis in his magical flying machine. Pazzini touts features unique to the concept, such as the all-you-can-eat buffet, specialty pizzas including mac and cheese, and the on-site game room, all highlighted amid tongue-and-cheek rhymes designed to add levity to the brand.

The use of Pazzini is also noteworthy because it’s the first time a character will be introduced to personify the Cicis brand.

This launch comes as the U.S. continues to see a return to more on-site dining, encouraging Cicis to make aggressive moves to position itself favorably for a piece of the action. “People are craving fun and social experiences, so we knew we had to take a bold direction with this campaign,” said Stephanie Hoppe, chief marketing officer at Cicis Pizza. “Our creative shop, 3Headed Monster, helped us reimagine how we could amplify the fun and whimsy of Cicis’ brand. We’re all about building memories between friends and families, and, of course, doing so in a way that won’t break the bank. That’s what this spot showcases, and I think it’s a message that’s going to resonate with a lot of folks in this moment.”

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3Headed Monster took inspiration from Cicis’ status as the inventor of the Unlimited Pizza Buffet concept to shape this campaign. “C.C. Pazzini is an inventor and an idea person, which is a nod to Cicis’ trailblazing heritage,” said Shon Rathbone, founder and creative chairman at 3Headed Monster. “His endless creative energy puts new emotion behind the endless buffet concept. And he’s the perfect ambassador for a restaurant that is a total experience.”

The omni-channel campaign will include video (linear TV, OTT, CTV and online video), radio, social, display, and search across Cicis’ more than 80 markets in the U.S. While the core campaign focuses on broad brand messaging, additional creative and media executions will focus on lower-funnel tactics to spotlight specific or seasonal menu items and experiences and to attract key target audiences. On that front, media agency Kelly Scott Madison has been brought on to play point on evolving Cicis’ planning strategy, investment and analytics efforts.

“There’s a lot of noise in the market right now, so we’re excited to help Cicis use this fantastic creative to break through and meet their consumers in the right environments to build even more brand love,” said Chad Maxwell, chief strategy officer at Kelly Scott Madison. “To do that, we’re placing a deep focus on precision targeting and local nuance across markets to drive receptivity marketing at scale. We have no doubt the approach will continue to fuel love, loyalty and growth for Cicis.”

Cicis Pizza operates nearly 300 restaurants across 30 states, and the launch of this marketing campaign coincides with Cicis’ push to overhaul store interiors and aesthetics while also expanding into new markets. Work to realize those efforts will accelerate considerably in the back half of this year and into 2023.