Pizza Capers tells diners life’s too short for ‘crap’ food in new ads

Pizza Capers is targeting lunchtime takeaway eaters in a new campaign for its “Phat Boy Pizza Wrap” which will include TV and cinema advertising as well as digital media.

In a bid to increase its market share in the highly competitive takeaway food industry, Pizza Capers is going after the lunch, rather than dinner, market after research showed Australians are now eating more takeaway during the day than they are for dinner.

The new television commercial features the brand’s “Aussie larikin” Tracker Tracker who was introduced into the retailer’s advertising late last year.

Both the 15-second and 30-second commercials show Tracker Tracker locating people about to tuck into a wrap, before he replaces them with Pizza Capers’ wraps instead, saying: “That’s not a wrap. These are wraps”.

After the consumers enjoy their alternative Pizza Capers’ wrap, Tracker Tracker tells viewers: “Life’s too short for a crap wrap”.

Pizza Capers worked with production company and creative agency Boomshaka for the campaign, with creative director Matt Zeremes saying the pairing was the “perfect recipe”.

“They [Pizza Capers] want to make engaging, funny content and are open to doing things differently. We want to do just the same. It’s about having a happy client with great content that doesn’t cost a billion dollars,” he said.


Client: Pizza Capers

Media agency: Carat

Creative agency: Boomshaka


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