SPEC WORK WITH ONE CREATOR LAB & CALIFORNIA PIZZA KITCHEN
Two different briefs to solve from California Pizza Kitchen. The First ask was to come up with full social campaign with legs to grow into full campaign. Goal was to impact in dining experience and drive traffic to locations.
Second Brief ask was specifically to achieve food “virality” for CPK. How can a stunt or activation create a viral buzz for CPK.
HOW CAN CPK GO VIRAL?
CPK will embrace the unexpected by removing pizza from the menu,
serving everything but pizza.
Playfully challenge expectations and spotlight CPK's diverse menu.
Tongue-in-cheek event taps into viral potential, inviting customers to join the fun by sharing their reactions, trying new dishes, and engaging with CPK on social media.
Demonstrates how loved CPK pizza is.
A DAY WITHOUT PIZZA
How do you go viral and also let the world know about the amazing food you do beyond pizza? A day without pizza is a stunt created to spark buzz and go viral socially. CPK didn’t serve pizza at all locations for an entire day. Quickly press was alerted to the story and consumers were informed that a group called the “Doughy-Bandits” had stolen all the pizza dough in a heist leaving CPK no choice but to spend an entire day without serving pizza.