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
Get in front of the eyes of millions of Brits
Divide the internet with a witty concept
Stay on brand for future recall
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:
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.
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.