Eagle Boys Pizza launches its ‘biggest’ marketing campaign

Eagle Boys Pizza has unveiled what it claims is the biggest marketing campaign in its 23-year history. It’s been prompted by the launch of new menu items which includes a low-fat range of pizzas.   

Christine Hooper, Eagle Boys group executive marketing, said the new menu was the result of 12 months research into Australian and international food trends.

“Our research indicates the big food trends for 2010 include comfort, where people want food which makes them feel good, value, where people want quality food but without a hefty price tag, and nostalgia, where people are returning to the meals their family has always enjoyed,” Hooper said.

The multi-million dollar “31 New Menu Items – Each One Delicious” campaign, created by Publicis Mojo, encompasses TV ads, letterbox collateral, radio, online, sampling, PR and in-store point-of-sale material.

The TV commercial aims to show how Eagle Boys brings people together and features a local community staging a big celebration.

The campaign is also the first to use the company’s new national ‘phone name’ – 1300 EAGLE BOYS, which replaces its existing phone number, 13 14 33.

The Australian-owned pizza chain operates 300 franchised stores throughout the country.

It also has rapid expansion plans, aiming to have 400 stores operating in metropolitan and regional locations by 2011.

Eagle Boys competes with market leader Domino’s Pizza and Pizza Hut – which has around 325 stores in Australia.


  • Client: Eagle Boys Pizza
  • Creative Agency: Publicis Mojo
  • Media buyer: Zenith Optimedia
  • Agency Partner: Rob Kent
  • Account Director: Ian Cunningham
  • Senior Account Manager: Sarah-Jane Ewing
  • Creative Director: Andy Ward
  • Art Director: Lee Griffin
  • Writer: Matt Gray
  • Agency Producer: Hannah Smith
  • Production Company: Two Little Indians
  • Director: Jonas McQuiggin
  • Production: Cutting Edge


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