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MAKING "BETTER" BELIEVABLE

How our food improvement story helped Cicis heat up in-store traffic
and helped provide the spark for a sweeping brand transformation.

Cicis Pizza Franchise Case Study

SUMMARY

In the highly competitive QSR space, CiCi’s Pizza had historically used its low $5 price point to keep traffic coming through the door. However, waning customer confidence in the product eventually led to a plateau in sales. As it prepared to roll out a host of improvements, CiCi’s Pizza looked to BLITZ to trumpet these new changes and help usher a brand transformation into an all-new Cicis.

Here’s how we helped Cicis restore its connection and reposition its brand to both loyal and lapsed customers.

our roles

  • Agency of Record
  • Brand Strategy
  • Broadcast
  • Social Media
  • Mobile & Web Development
  • Content Strategy & Development
  • Media Planning
  • SEO

challenge

Studies had shown that CiCi’s Pizza sales had stagnated, because “value” is about more than just cost. For restaurant guests, value equals great food at a great price. CiCi’s Pizza needed to restore consumers’ trust that it still delivered on both ends of that promise.

Insights

Big operational changes presented an opportunity to create a deeper emotional connection with guests. With an impending leap forward in food improvements, the CiCi’s Pizza buffet had the potential to symbolize the brand’s commitment to its customers and the everyday values it shares with them.

solution

RESTORING FAVORTISM STARTS WITH "BETTER"

Our solution was Better. Believe it., an integrated broadcast and digital campaign aimed towards re-establishing CiCi’s Pizza’s stature as a favorite. This integrated campaign was designed to drive repeat visits for both current and lapsed guests by celebrating CiCi’s Pizza’s decision to meet consumer demand for a better product.

Social Media, Stage 1: Speaking to Emotions

Early social communications gained insight into guest sentiment around CiCi’s Pizza menu items and ingredients.

Cicis Social Media: Speaking to Emotions
Cicis Pizza

Broadcast: Building Awareness

The Better. Believe It. broadcast TV spot drove awareness around key improvements to CiCi’s menu nationwide.

Digital Media: Extending The Message

Digital display advertising extended message frequency, keeping ingredient improvements top of mind.

Cicis Digital Media: Extending Our Message

Ongoing Social Media: Sustaining The Conversation

Social content and communications continue to highlight individual ingredients, making CiCi’s Pizza craveable at mealtime dayparts.

Cicis Social Media Creative

Integrated Digital Paid Media Program:  Targeted For Conversions

As an additional extension of our evolving partnership, BLITZ developed Cicis’ first-ever B2C paid digital initiative. This consumer-centric, always-on, data-learning, multi-channel communications program drove foot traffic and sales volume through dynamic targeting of actionable and interactive ads.

Cicis Social Media Banner Campaign

Our integrated paid search, social and display ads were optimized for conversions via dozens of simultaneous targeting tactics.

Cicis Social Media Campaign

Digital Rebrand Campaign: Extending Cicis Beyond Pizza

As our food improvement campaign transitioned into an ongoing partnership, the brand reinvented itself as Cicis, featuring a new logo, new positioning and a new tagline: Beyond Pizza.

BLITZ helped Cicis introduce and propagate this new brand identity across the entire digital space, starting with a comprehensive site redesign that incorporated all of the new Cicis branding elements.

Cicis Desktop, Tablet, Mobile Views

The newly responsive redesign puts a “Find a Cicis” locator front and center, allowing visitors to retrieve localized information for easy, on-the-go decision-making at meal time.

Cicis Store Locator – Tablet View

The redesign also supports the brand’s new tagline by showcasing Cicis growing diversity of non-pizza menu items.

ecosystem


Platform Planning

To implement this platform, we prioritized journey touch points, established channel roles and focused resources where Cicis could achieve its greatest impact.

Cicis Pizza Ecosystem Diagram

Connected Awareness Campaign

Drives repeat visits with Cicis’ current and lapsed guests, touting improvements through broadcast and digital.

#BetterBelieveIt Social Activation

Captures consumer sentiment through a two-phased social campaign that tells Cicis’ improvement story.

Cicis.com Redesign

Extends Cicis’ new brand identity into the digital space, spurring awareness, while connecting with mobile consumers to drive consideration and in-store purchase.

results

Our integrated Better. Believe it., . campaign helped CiCi’s Pizza achieve a sustained boost in sales where previous campaign efforts had merely provided spikes, setting the table for our successful digital extension of Cicis 360 rebrand campaign.

Bridging each of these campaigns and extending beyond, our ongoing digital media program continues to drive higher mobile engagement, leading to higher in-store traffic at Cicis’ 400+ locations nationwide.

Stats

Cicis Results Cicis Results

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like these to work for you.

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