Creative in association withGear Seven

Electric Bike Gang Go 'Extra' in In the Company of Huskies' Apache Pizza Campaign

Advertising Agency
Dublin, Ireland
Apache Pizza repositions brand with new 'We Love Extra' campaign

Apache Pizza has repositioned as a brand and launched two new pizzas to better connect with a new generation of consumers who choose to live their true lives and to sate their hunger with great tasting pizza.

The new ‘We Love Extra’ platform and campaign, which was created by In the Company of Huskies, launched this week with a 360 degree campaign across TV, VOD, digital and social media.

It sets Apache Pizza apart, positioning the pizza chain as a brand that is generous by nature with a love for extra ingredients, extra innovation, extra value, extra flavour and people who like being ‘extra’ people.

The campaign amplifies Apache Pizza’s ‘We Love Extra’ personality, positioning it as a brand that champions those who are comfortable in their own skin and who are comfortable with being true to themselves.

This distinct personality and its vibrant new visual codes are brilliantly captured in a humorous TV advert that celebrates ‘extra’ people who are true to themselves and unafraid to live life on their terms.

It encourages viewers to join Apache Pizza in paving their own way and in doing things the ‘extra’ away. The 30-second advert embraces individual expression, freedom and creativity, epitomised by an electric bike gang as they answer the call of the open road.

“There is much more to the Apache Pizza brand than just great tasting, great value pizza. This brand has been in Ireland for 25 years and it is part of the community. Apache Pizza understands that great pizza is synonymous with friendship, sharing and bringing people together. As we began working with Apache Pizza we recognised that this brand is inclusive and generous by nature. They are just nice to people! These are the attributes that set this brand apart and we leaned on that understanding of the brand in developing a new brand position,” said Jane Madden, director of strategy at In the Company of Huskies.

“The ‘We Love Extra’ platform brings everything together to celebrate generosity of spirit and the ‘over the top’ nature of doing things. It creates an emotional connection that reflects a brand personality which is inclusive, fresh, confident, that paves its own way and that champions those who are true to themselves,” Jane added.

According to Sandra Carrasco Rodriguez, senior brand manager at Apache Pizza: “Apache Pizza is committed to providing the best experience for our customers. The purpose of our new brand position is to go beyond the functional connection that we have with our customers and to develop a deeper emotional connection which is consistent with how they see themselves and how they live their lives”.

“Our customers, especially the online generation, don’t always choose Apache Pizza based on price and value. ‘We Love Extra’ recognises that our ‘extra’ way of doing things is equally important to them and that it offers everyone the opportunity to enjoy extra ingredients, innovation and flavours and great new pizza experiences,” she added.

“Huskies understand our brand DNA and the ‘We Love Extra’ platform and campaign perfectly defines our personality, what sets us apart and what our customers can expect each time they order an Apache Pizza ,” she continued.

The ‘We Love Extra’ campaign also includes a new radio jingle, new packaging and the launch of two new pizzas. The Buffalo Extra Pepperoni and Mozzarella Stuffed Crust and the Buffalo Extra Spicy Pepperoni, Mozzarella and Sriracha Stuffed Crust pay homage to Apache Pizza’s iconic Buffalo Pizza and the ‘extra’ element that is part of the company’s DNA.

Agency / Creative
Post Production / VFX
Music / Sound
Work from Forsman & Bodenfors Dublin
Allianz Ireland
Society of St. Vincent de Paul
The Last Incident