CiCi’s Pizza has rolled out its new advertising campaign, “There’s More Where That Came From,” this week featuring TV, digital and in-store elements. The campaign’s first spot will introduce the newest addition to the CiCi’s Pizza buffet – The Hog Fest pizza, topped with bacon, Italian sausage, sliced ham and pepperoni.
The campaign, which launched 2/20, uses humor to bring the company’s offerings to life and draw attention to the wide variety of food available on CiCi’s buffet. It is the first campaign created by new AOR Publicis Dallas.
“CiCi’s has a great quality and variety story to tell, and this campaign reflects what our brand is all about, beyond price,” said CiCi’s Pizza Chief Marketing Officer Nancy Hampton. “The ad campaign is driven by our innovative pizzas like The Hog Fest, which elevate our buffet to something special and distinctive that guests can’t get anywhere else.”
The Hog Fest, which soft launched nationwide the week of 2/13, is the first of several pizzas CiCi’s will introduce in 2012 to add more variety to its buffet.
The new advertising is part of the company’s continuing 10-year “Build the Brand” initiative to add 500 new restaurants by 2020. Progress in 2011 included 22 new restaurant openings, representing a nearly 25% increase in new locations over the previous year.