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.”
This is an abridged version of an article which appeared in today's AdNews. Click here to subscribe.
Have something to say? Send us your comments using the form below or contact the writer at firstname.lastname@example.org
The AdNews Media Summit is on 19 May, 2016. A top line of of the industry's smartest thinkers will debate the biggest topics in media, advertising, marketing and creativity. Don't miss it, buy tickets here. Buying 5 tickets or more earns you a discount.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at email@example.com