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Looking to present itself as a friendly, family-style alternative to less welcoming fast-food burger joints, CiCi’s Pizza breaks its first major branding effort today with a $14 million campaign that offers an “investigative” look at some competitors.
The work, by Interpublic Group’s Deutsch/LA, comprises three 15-second and three 30-second TV spots. They open with shots of a “stereotypical” hamburger outlet as seen in the harsh black-and-white light of a security camera. The spots cut to a CiCi’s for the colorful contrast of gregarious servers tending to seated customers, emphasizing the theme, “They have their way … we have ours.”
Reality-style dialogue peppers the burger scenario.
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