$1.5m campaign claims Eagle Boys is better

By AdNews | 19 June 2009

BRISBANE: Eagle Boys Pizza has launched a new $1.5 million campaign claiming Australians prefer the taste of Eagle Boys’ pizzas over those made by big-name competitors Domino’s and Pizza Hut.

“Two years ago we proved that competing pizza chains were pulling the wool over consumers’ eyes when it came to pizza size,” said Eagle Boys national marketing manager Scott Hamilton. “Multinationals like Domino’s Pizza were selling smaller pizzas and expected customers not to notice. It was disgraceful and frankly, un-Australian.”

The controversial new advertising campaign is based on independent research commissioned by Eagle Boys built around “the blind taste test”, which found almost half the people tested preferred the taste of Eagle Boys pizzas over comparable pizzas from both Domino's and Pizza Hut combined.

“We wanted to prove that Eagle Boys' pizzas were not only bigger, but they were tastier, too. But we needed proof,” said Hamilton. “That’s why we decided to take to the streets to let Australian pizza lovers chew over it and decide once and for all whose pizzas tested the best.”

Launching nationally today (29 June), the campaign features a 15-second TVC, radio and online executions, in addition to letterbox and point-of-sale material all created by Publicis Mojo Brisbane, with Optimedia responsible for media.

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