BLITZ Gets Cheesy for CiCi’s Pizza

By Erik Oster 

BLITZ has a new campaign for CiCi’s Pizza, touting the pizza buffet chain’s recent improvements following the arrival of new CEO Darin Harris last year.

The “Better. Believe It.” campaign acknowledges that the brand “listened to and acted upon its customers’ desire for product improvements.” At the beginning of the spot a CiCi’s manager says, “At CiCi’s pizza, we notice things,” like how a customer named Cristy would always look for the cheesiest slice, so CiCi’s made improvements like a garlic butter crust, more meat toppings and “to see Cristy smile, more real cheese.” Speaking of cheese, the ad ends with the man crooning to Cristy in a reworked version of a certain disco hit.

The ad represents the first broadcast work for CiCi’s by full-service digital agency BLITZ, and is part of a larger brand revitalization effort which aims to “enhance the brand’s engagement with its customers online.” English and Spanish language versions of the ad break on national cable today.


“Everything we’re doing is about improving our relationship with our guests, and their relationship with our food,” said CiCi’s Pizza CEO Darin Harris. “This is just the beginning of our work to improve our food, and our guests will continue to see changes as we pursue our goal to offer ‘Remarkable Products.’”

“CiCi’s is really tapping in to who our guests are and what they want, and this campaign is a reflection of that,” added CiCi’s Chief Marketing Officer Sarah McAloon. “We want to become a guest favorite, so it’s important that we reach out and give guests an opportunity to voice their opinions as we continue to make changes at CiCi’s.”

CiCi’s “Better. Believe it.” Creative Credits:
Client: CiCi’s Pizza
Agency: BLITZ
Chief Creative Officer: Ken Martin
Executive Creative Director: Helen Cho
Art Director: Rob Casillas
Executive Producer: Justin Seidner
Senior Producer: Elizabeth Giersbrook
Director: Matt Smulder
Production Company: Community Films
Post-Production: Hutchco Technology
Music: Beacon Street Studios