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Christmas the key for Melbourne pizza chain franchisees

Nick Hall

Family-owned franchise, Bubba Pizza has this week unveiled a limited edition Christmas pizza, alongside a social media campaign featuring Australian comedian Aaron Gocs.

The Bubbamas pizza features turkey, cranberry sauce, brie cheese and is topped with stuffing and gravy, capturing all elements of the traditional Christmas roast.

Damian Hopper, Bubba Pizza business development manager said the new menu was designed to increase franchisee profitability over the holiday period by providing the local community with fresh and easy alternative to the Christmas lunch.

“The sole purpose of the new branding and this current campaign is to help our franchisees stand out in the busy and crowded Quick Service Restaurant (QSR) space,” Hopper said.

“Christmas time is when families get together to relax and share quality time, usually over a meal, so combining Christmas and pizza was a great opportunity that hasn’t been done before. We want to be the QSR chain that owns Christmas, we want Christmas to be our thing.”

The brand’s accompanying social media campaign sees comedian Aaron Gocs reprise his role as Bubba ambassador, in a continuation of the restaurant chain’s viral marketing released earlier this year.

Hopper said Gocs’ partnership with Bubba has proven to be vital in communicating brand values to the customer, allowing the restaurant to showcase its uniquely Melbourne heritage.

“Aaron is an everyday Aussie hero and has made his name from being a genuine kind-hearted bloke that sees the funny side of life, he represents the brand really well,” Hopper said.

“We are an honest brand that’s not trying to be something we are not, we sell Australian style pizza, we have no links to Italy or America and don’t try to sell another culture’s pizza, we come from Melbourne we are proud of it.”

The new Bubbamas pizza campaign was launched last week, with Hopper confirming franchisee sales have dramatically increased as a result.

“We launched the pizza last week with our social media campaign and since then we achieved our highest ever sales for the group in one week. We are expecting the next couple weeks to be even bigger,” he said.