award of merit
Business Challenge and Campaign Objectives
Being an iconic pizza brand is in Giordano’s DNA. We’ve built a reputation that spans generations, earning the loyalty of both tourists and locals across Chicagoland — all thanks to our signature deep dish. However, suburban franchise locations were facing a sales slump and having trouble attracting new customers who preferred lighter options than deep dish. To stay relevant and drive growth in these communities, we needed to evolve – thoughtfully. That’s why we introduced a thin, new Tavern-Style Pizza, and developed a campaign to bolster awareness and sales in suburban Chicago locations.
Concept / Big Idea
Giordano’s Tavern-Style is so crispy...and unapologetically LOUD… you don’t just eat it, you announce it.
While the legendary cheese pull has defined Giordano’s Deep Dish, we made noise in a crowded market by giving Tavern-Style its own unmistakable signature: the CRUNCH. Not background noise. Not a subtle texture note. A full-volume, square-cut snap that turns every bite into a moment.
Because in Chicago’s suburbs, tavern-style isn’t a trend. It’s the everyday ritual. The go-to. The style real Chicagoans prefer. So instead of overexplaining authenticity, we amplified it. We made the ultra-crispy crust people love impossible to ignore, by transforming it into a sensory experience you can hear, feel, and crave.
And then we dropped that crunch into real life.
Sneaking in past curfew? Crunch.?
Trying not to wake your wife in the middle of the night? Crunch.?
