As one of Australia’s largest pizza makers and a franchise Masterbrand, Eagle Boys Pizza relied heavily on BBS’ media engagement skills to build both its consumer base and its franchise network.
A key strategy to position this ‘challenger’ brand was a nationwide campaign to inform consumers about the shrinking size of the products offered by the pizza giants (including Domino’s) but without decreased price.
BBS created a media campaign to position Eagle Boys as a dynamic and honest pizza-maker with a focus on customer satisfaction and innovation, as differentiators to the other players.
Ultimately, the campaign delivered more than $2m in earned media coverage over a 12-month period and won BBS and Eagle Boys a national Public Relations Industry Association (PRIA) award.
Our campaign included a program of proactive, highly creative media pitches to national and local media (including print, broadcast and online channels) and engaged every corner of the business, from senior management through to franchise owners.
We deployed a strategy of ‘show don’t tell’ with physical demonstrations and comparison of the pizza size message.
The result was a return on investment for Eagle Boys of several hundred percent and helped the company to substantially increase brand recognition, product sales and new franchise enquiries.