When Avatti was tasked with creating a new social media campaign for one of the more well-known pizza chains in Western Canada, we were thrilled with the opportunity. Not only have we all been eating and loving the signature pizzas from Western Pizza for decades, we'de been wanting to take a stab at developing just this sort of thing for them for a while. 
Western Pizza has been the #1 producer of something known as Regina-Style pizza across Western Canada for close to 50 years. With locations across four provinces, their one-of-a-kind pizza has become known for it's signature sauce, it's signature blend of pizza cheeses, and it's take on toppings. And their idea of toppings is to take an entire deli section, and layer it masterfully onto one piece of pizza dough and then bake it to perfection, resulting in unique taste experience that must be tasted to be understood. 
In the case of a social media campaign, it's our job to help people understand things before they've had the chance to experience them. But in this case, all the different elements made our job uniquely challenging. How do you take something that people already think they understand, and show them that they maybe don't understand this particular version of that thing? And how do you do that in a way that is memorable, is catchy, and doesn't step on anybody else's intellectual property? It was quite a challenging task! 
Owner & Founder Spiro Bonis had seen the work we had done over the years with brands like Suds and Prairie Donair, and knew that his project was in capable hands.  
What we came up with was simple. We needed to photograph and take video of the pizza in the very best way possible. But we needed to have a slogan of some form that really sold the idea. 
We settled on "Big on Toppings ... Big on Taste" and once we had it, we were genuinely shocked that no one else had come up with that slogan for this type of offer. 
With the tagline in place, we set to the rest of the campaign, developing graphics, photography, videos, and handling the media buying, making sure to drive the cost per click as low as we could.   
The result is a campaign that will be useful for the foreseeable future, with graphics and imagery that are timeless and tell the brand story, videos that are witty and memorable, and a campaign slogan that is as effective as it is evergreen. 

Project Status

Launched 2023

The Team

Daniel Schmidt Senior Creative Director / Lead DesignerCarly MarcilCreative Support / Strategist