Pizza Capers channels Crocodile Dundee to return focus to food

Pizza Capers has taken a swing at the big players in the industry with a new campaign pitting an urban tracker against the pizza tracker technology of its rivals, with the message the big guys are focusing on technology rather than pizza quality.

pizza capers crocodile dundee

The small Queensland-based pizza chain’s ad shows a man using old fashioned tracking methods (aka leg work) to follow the delivery driver for a rival pizza company, wait for him to hand over the pizza to the customer, then knock the pizza out of the customer’s hand before handing him a Pizza Capers pizza box, and telling him: “That’s not a pizza, this is pizza,” echoing the famous line from Aussie film Crocodile Dundee “That’s not a knife, a knife”.

In a press release, Pizza Capers general manager, Sunny Olak, said: “The big chain pizza war has sacrificed pizza quality and generosity in a fight to acquire customers at the lowest possible cost. At Pizza Capers, we’re bringing it back to the quality of a good, generously topped pizza.

“The bottom line of our ‘Tracker Tracker’ campaign is to challenge our competitors where we know we will win – on taste and quality.”

“This year is Pizza Capers’ 20th birthday, so what better way to celebrate than by reminding the big American chains why customers are choosing home-grown Aussie gourmet.”

The ad is currently on social media but is set to run out across “all media” in the coming week.


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