California Pizza Kitchen is turning 40 and having a mid-life crisis about it. At least, that’s what you’d be led to believe if you only watched the first half of a new viral ad CPK just launched, featuring Busy Philipps.
The video is a mockumentary-style skit in which Philipps—a TV star who had a memorable role in Freaks & Geeks, among other projects—confides in the camera that “ever since [CPK] turned 40, they’ve been acting insane.” Phillips then leads the film crew into a CPK restaurant where a DJ is blaring club music, new branding proclaims “FRESH. TO. DEATH.” and team members are dressed in decidedly try-hard “cool-kid” clothing. Eventually, Philipps convinces “Dave from corporate” to stop trying so hard.
“Dave I need to tell you something,” Philipps tells Dave. “People don’t come to CPK because they have music or an ‘aura.’ People love CPK because they love CPK. Because they do things differently.”
The genius bit of marketing is part of a larger campaign to celebrate the legacy pizza chain’s 40 years in business, complete with the tagline, “We’re 40 & Fine With It!” It communicates a certain comfort the brand seems to feel with not trying to reinvent the wheel, but instead leaning into what its fan base has always enjoyed about CPK.
Put another way, according to a press release from CPK, “Philips leads the brand to embrace this milestone and keep doing what [it has] always done best: combining fresh, innovative cuisine with a California-cool vibe.”
One thing from the satirical video is actually true: One of the first jobs Philipps ever held was at a CPK. “I’ve been a huge fan of CPK ever since I worked there as a hostess back in the day, so of course I was thrilled to help them celebrate this incredible anniversary,” Philipps said via press release. “My job was to remind CPK that at 40 years old, there’s no need for reinvention. Their legacy and continued leadership of creating incredible flavors and lasting memories is exactly what will keep people of all ages loving the brand for many years to come.”
The viral video is just one aspect of CPK’s new “We’re 40 & Fine With It!” campaign. The ad also kicked off a limited-time menu, running from now through May 19, rife with some of the brand’s “iconic dishes” from over the years. The items were “hand selected by CPK guests, team members, executive chef Paul Pszybylski and even CPK’s founders, Rick Rosenfield and Larry Flax.” There are a few new LTOs, as well:
- (Founders’ Pick) Rosemary Roasted Potato & Grilled Chicken Pizza: CPK’s zesty lemon cream sauce, grilled chicken, roasted Yukon gold potatoes, mozzarella, and Parmesan cheeses, all crowned with fresh rosemary and wild Greek oregano.
- (Chef Paul’s Pick) Chicken Milanese: Crispy panko-crusted chicken breast, served with fresh arugula and housemade checca, and finished with shaved Parmesan and fresh lemon. Prefer a twist? Chef Paul’s version features a rich tomato basil sauce.
- (Team Members’ Pick) Waldorf Chicken Salad: A refreshing mix of field greens, grilled chicken, red grapes, Granny Smith apples, celery, candied walnuts, and Gorgonzola, tossed in your choice of Dijon balsamic vinaigrette or blue cheese dressing.
- (Guests’ Pick) Tortilla Spring Rolls: Hand-rolled flour tortillas stuffed with your choice of Baja Chicken, Thai Chicken or Mediterranean, baked to perfection in CPK’s signature pizza oven.
Another portion of the campaign is a fan-favorite CPK promotion. Guests who dine in or order takeout or delivery will receive a “Thank You Card” from CPK. Each card contains a prize, ranging from discounts to gift cards and cash prizes. Cards can be opened at any full-service CPK restaurant by a manager through June 8. Customers can also join the brand’s loyalty program for a $5 bonus and an entry into a cruise getaway prize.
