Introducing a renowned brand to a new market

MintTwist was enlisted to shape Little Caesars’ UK entry strategy with the goal of generating awareness and excitement for imminent new store launches.

Our job is to localise the brand’s offering and present it in a light to resonate with the British consumer. We created a social media strategy that utilised the right social channels, quirky content creation, and messaging.

An April Fool's creative campaign, geared for success

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Get in front of the eyes of millions of Brits
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Lively conversations

Divide the internet with a witty concept
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Brand recall

Stay on brand for future recall
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Community building

Utlise the power of the community to save on brand costs

The iconic (and questionable) new menu item is born: the Fish & Chips pizza

To craft an April Fool’s campaign fitting to the British consumer, MintTwist’s social media team looked to put a British spin on the traditional American brand.

Inspired by the classic British dish of fish & chips, the pizza features a mushy pea base, salt & vinegar crust, battered cod and chips toppings, and an accompaniment of tartar dipping sauce.

Across owned and earned social posts and press features, we achieved:

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Social impressions


Social engagements


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The fishy pizza takes on a life of its own

The campaign was quickly met with lively conversations, debating whether it was real or not and whether it would taste delicious or was the worst crime since pineapple on pizza.

Supplemented with a strategic boosting strategy, the post was re-shared countlessly by individual users across social channels, including Twitter and Reddit, and racked up 10x the impressions already generated on owned posts.


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Taking the campaign further with an integrated approach

Working with our PR colleagues, our creative campaign additionally saw features obtained on Metro online (readership: 2,377,143) and SimpleNews in their ‘best April Fool’s Day jokes from brands’ roundups. In these articles, Little Caesars sits alongside highly renowned food and beverage brands in the UK, including Papa John’s, Pizza Express, and Robinsons. 

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April Fool’s campaign for Little Caesars UK helped us boost awareness which we will capitalize on when we open stores in new cities in the UK. This was a great example of FINN’s assertive way of connecting Little Caesars brand tone with the UK culture and our target audience.

Jorge Arroyo

International Marketing Director for New Markets
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