An Expanding East Of Chicago Pizza Tries TV

Hitchcock Fleming Spots Focus On PB&J Pie, Other Offbeat Items
CHICAGO–East of Chicago Pizza Co. claims that the diversity of its menu is what sets it apart from its larger competitors.
Difference through diversity is a common claim, but consumers will understand what East of Chicago is getting at when they see a new 10-second TV spot for The Peanut Butter and Jelly Pizza. Such an offering may be culinary heresy to pizza purists, but it’s the kind of unusual item that dots the 100-store chain’s menu–along with the more recognizable submarine sandwiches and salads–and gets the spotlight in its first TV advertising.
“East of Chicago has a menu that’s a little unique and a lot of fun. We wanted to capture the fun in the advertising,” said Jack DeLeo, chief executive officer of Hitchcock Fleming & Associates, the Akron, Ohio, agency that developed creative for the campaign. Capstone Media in Cleveland is handling media buys throughout East of Chicago’s marketing territory, which includes Indiana, Ohio, Virginia and a few markets in Florida.
Each of the four 10-second spots uses a blues musician voiceover to reinforce the chain’s devotion to Chicago-style thick-crust pizza. But the music itself varies depending on the product. The spot promoting the Italian-style Tower Pizza, for instance, has the blues man singing “O sole mio.” A mariachi tune backs his blues-tinged “Uno, dos, tres…” intro to the Taco Pizza spot. All the spots end with a tagline of sorts–the blues singer simply declaring “Mmm, mmm, mmm”–and the chain’s logo.
Radio spots carry the same message of menu diversity.
As Willard, Ohio-based East of Chicago expands, it is beginning to share more markets with regional pizza chains such as Columbus, Ohio-based Donato’s and national power Pizza Hut, said DeLeo. This new level of competition pushed East of Chicago to launch its first real ad campaign.
Spending has not been determined, since some franchised markets control local ad budgets.