SAN DIEGO, CA — Departure has been selected to fire up a national ad campaign for RedBrick Pizza Worldwide, which currently operates more than 80 restaurants across the nation and Canada. Concept execution is underway and the campaign is set to debut this month, with RedBrick’s first ever TV spot, in all major markets.
“Departure’s strategic insight and creative approach resonated with our team,” said Jim Minidis, founder and president of RedBrick. “We’ve worked with several agencies in the past, but we feel this is the first time someone has truly understood our brand. This is our first nationwide TV effort, and we’re eager to make an impact.”
Despite the bad economy, Departure plans to increase RedBrick’s market share by highlighting the chain’s unprecedented cooking style and recipes, under the theme “The New Italian.” RedBrick’s new commercial, created by Departure, is currently featured on YouTube at http://www.youtube.com/user/RedbrickPizza.
Departure’s prior work includes campaigns for several high-profile restaurant chains including Wolfgang Puck and Pick Up Stix, and fine dining establishments such as the chic Quarter Kitchen in downtown San Diego.
RedBrick Pizza is recognized as a leader in the fast casual dining segment for innovating new dining trends. The company has received numerous accolades including “Hot Concept of the Year” by Nation’s Restaurant News, “Top 50 New Franchises” by Entrepreneur magazine and ranked 8th in the “Future 50 Fastest Emerging Chains” by Restaurant Business. The neighborhood pizza cafes use only hand-rolled dough made with extra virgin olive oil, gourmet cheeses, and premium toppings, and feature eco-friendly practices such as biodegradable utensils and “green” tables.
“This is a good time for companies to gain market share,” said Departure Principal, Emily Rex. “We admire RedBrick’s bold move during a time when so many companies are cutting their marketing budgets, adopting a wait-and-see attitude and failing to seize the opportunities. There’s a certain confidence in this decision and people will intuitively respond to it.”
According to Principal and Creative Director Art Bradshaw, “RedBrick seemed to be doing everything just a little differently, just a little better. The notion of ‘The New Italian’ seemed to fit. But it’s the TV spot that gets to the core of that statement in a dramatic way. We think people will sense the difference between RedBrick Pizza and the usual fast food formula.”
About Departure
Departure is a progressive advertising agency that offers brands the power to confidently embrace the new: new media, new technologies, new marketing concepts, and new ways of making sense of the changing realities in marketing communications. The agency offers a full range of capabilities, encompassing both traditional and online.
Based in San Diego, with offices in New York and Dallas, Departure handles clients in the technology, restaurant and hospitality, financial, tourism and media entertainment industries. For more information on Departure, please visit www.departureadvertising.com.
About RedBrick Pizza
Launched in 2001, RedBrick Pizza has been acclaimed as the most innovative, fast casual pizza franchise in the nation. Rapidly expanding to more than 80 stores throughout the United States and Canada, RedBrick Pizza plans to be the largest gourmet pizza chain in the world. Only RedBrick fire-roasts their pizza in a patented terra cotta oven — at an amazing 1,000 degrees — for an even, golden, Italian-style crust. Their unique recipes feature only the finest ingredients, including hand-rolled dough using extra virgin olive oil, Italian Suprema gourmet cheeses specially aged for consistent flavor, and Italian-style red sauce blended fresh daily with 12 spices.
