Eagle Boys' $7m campaign
Eagle Boys Pizza has undergone one of the most significant changes in its 22 year history with the launch of a $7 million 12 month campaign to revitalize its iconic pink logo and unveil a new range of bigger, better pizzas. The cornerstone of the new Real campaign is a revamped menu, including a new range of 11 premium pizzas.
The Real campaign is part of Eagle Boys’ largest advertising push over a range of media including a significantly increased expenditure in mainstream media, particularly television. National Marketing Manager of the fast food franchise, Scott Hamilton, said “The online channel is also becoming increasingly important to engage consumers and provide a convenient purchasing experience, while our letterbox collateral continues to play a role in driving the retail components of our business".
Hamilton said the campaign’s new direction was the culmination of more than two years of consumer research. “Pizza consumers have become more discerning and are increasingly dissatisfied with the small, under-topped and poor quality pizzas offered by some of our competitors,” he said.
“We will now offer a product that far surpasses our chain competitors in quality, but at the same everyday value price. The best of both worlds.”
Developed by Eagle Boys’ dedicated chef, the new menu for the pizza take away franchise uses fresher, better quality ingredients to create contemporary flavours such as Zesty Lemon Prawn, Chicken Club, Mediterranean, and Carnivore.
Hamilton said the new branding communicated Eagle Boys’ no nonsense and high quality attributes. “Our customers don’t want us to be gourmet or fancy – just offer great pizzas at great prices with no fuss – and that’s what we will do,” he said.
The campaign has been developed by advertising agency Publicis Mojo, with assistance from media agency Zenith Optimedia, digital marketing agency XCOM, website developer Isntmedia, print partner Printrak and public relations agency BBS.
Eagle Boys Pizza is Australian-owned and operates more than 250 franchised stores throughout Queensland, New South Wales, Victoria, South Australia, Western Australia and the Northern Territory, employing more than 4,000 staff and making more than 15 million pizzas a year.
This article appears courtesy of 5 Minute Franchising Newsletter10.02.2009