Denver, Colo.,—Starting in November, Anthony’s Pizza & Pasta , Denver, will begin its first-ever television advertising. Two concurrent campaigns, both by Cultivator Advertising & Design , Denver, represent a shift of 90% of Anthony’s media budget, from outdoor and transit advertising to TV. They are a test of whether, with 26 restaurant sites spread across a geographically large DMA, TV has become the more cost-effective medium.
The targets are guys (for single meals) and moms (family meals), and the brief is that Anthony’s takes itself less seriously than it does its pizza. The first campaign, called “Bad Comedy,” is a pizza slice, at the mike, delivering groaners like, “What did the sausage say to the mushroom? Hey, you look like a Fun Gi.” An announcer responds, “Pizza shouldn’t be a joke.” The second, “Good Pie,” shows Anthony’s chefs kneading, tossing, preparing, baking and boxing their pizzas. Lines include, “Most fast food chains don’t toss their pizza. Why? Because it requires skill,” and “Appreciate the craft and care that goes into making a good pizza? Stop ordering it from corporate pizza chains that don’t.” All “Good Pie” campaign spots close, “Hand tossed by the slice, or by the pie.” Both campaigns share the common tag: “Anthony’s authentic New York-style pizza.”
Each campaign is comprised of five :15 spots, which will be mixed and matched. On all broadcast networks (ABC, CBS, CW, FOX, NBC), the :15s will run solo. On fourteen cable channels, including Comedy Central, ESPN, CNBC, Cartoon Network, Golf Channel, etc. and Food Network, HGTV, Oxygen, Bravo, AMC, etc. each “Bad Comedy” :15 will be preceded by a “Good Pie” :15, for a :30 buy. The media agency is Explore Communications , Denver.
Creative credits go to Cultivator creative director/copywriter Tim Abare, art directors Jeremy Pruitt and Chris Beatty, and copywriter Jen Reis. The director is Bret Bertholf of production co., Incite Films , Denver.
Anthony’s Pizza & Pasta operates 26 franchise storefronts in Denver and its outlying areas, from Longmont to Castle Rock. www.iloveanthonys.com
Cultivator is a creative-focused advertising and design firm. Other accounts include New Belgium Brewing, Red Robin Gourmet Burgers, Chaco sandals, RockResorts, Keystone Resort, and ink! Coffee. www.cultivatorads.com