Eagle Boys splash out for new look

By AdNews | 30 January 2009

BRISBANE: Eagle Boys Pizza has launched a $7 million advertising blitz to promote its rebrand and an expanded range of pizzas.

Through the rebrand, Eagle Boys aims to reinforce its Bigger, Better slogan, which first launched 12 months ago when it highlighted how competitors had shrunk the size of their pizzas to cut costs.

"Some of our chain competitors are providing cheap prices but giving customers small, under-topped pizzas while some gourmet and independent pizzerias are charging far too much for a quality pizza that Eagle Boys can provide for a fraction of the cost," Eagle Boys national marketing manager Scott Hamilton said.

"Our customers don’t want us to be gourmet or fancy – just offer great pizzas at great prices with no fuss – and that’s what we will do.

Eagle Boys say the changes to the brand are the most significant in the company’s 22 year history, and will be supported by an integrated advertising and marketing campaign using TV, print, radio and online.

“The online channel is also becoming increasingly important to engage consumers and provide a convenient purchasing experience, while our letterbox collateral continues to play a role in driving the retail components of our business.” Hamilton said.

The “Real” campaign will run over the next 12 months and is built around the company’s revamped menu, which features a range of 11 new pizzas with more contemporary flavours, including Zesty Lemon Prawn, Mediterranean and Carnivore.

"We will now offer a product that far surpasses our chain competitors in quality, but at the same everyday value price. The best of both worlds.”

The campaign was developed by advertising agency Publicis Mojo, with assistance from media agency Zenith Optimedia, digital marketing agency XCOM, website developer Isntmedia, print partner Printrak and public relations agency BBS.

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