Eagle Boys battle for market slice

By By David Blight | 29 July 2011

EXCLUSIVE: Pizza chain Eagle Boys Pizza has re-appointed incumbents Publicis Mojo and ZenithOptimedia to its $4 million creative and media accounts, as the company puts the heat on rivals Domino’s and Pizza Hut.

Publicis Mojo beat out AJF Partnership and US Sydney in a pitch, while ZenithOptimedia took the lead from Razor and Match Media.

Eagle Boys group marketing executive Christine Hooper confirmed the wins to AdNews. She said Publicis Mojo had been selected as a result of its digital credentials, while ZenithOptimedia presented a “fully-integrated media strategy that would allow for maximum cut-through”.

The move comes as Eagle Boys launches a marketing push which specifically attacks Domino’s and Pizza Hut, with the strapline “Our large pizzas are bigger than theirs”.

According to Eagle Boys, Domino’s is the market leader with 19% market share, while Eagle Boys commands 12.3% and Pizza Hut is at 11.5%, with 56.9% of the market handled by independents. Hooper said: “We’ve already had people from Domino’s calling. They’re not too happy. We wanted to change the whole ball game. Our latest campaign is a testament to this.”

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