Why California Pizza Kitchen faked a midlife crisis with a rebrand stunt

” For the general populace and customer base we’re trying to engage, who cares that a brand name is forty? To that end, CPK is targeting customers who are already aware of the brand name with the long-form video, relying on the imaginative sufficient to run it as a skippable ad on YouTube as a way to maintain CPMs down. The brand name is likewise getting consecutive ads on Hulu and YouTube, running cutdowns of the “phony rebrand” and “Busy to the rescue” video clips to tell the whole story in a reliable method.

“When I first can be found in as CMO, among things that was really clear up front was that CPK still has a lot brand name equity … [it’s] a brand without luggage, which is fantastic for a brand of this maturation,” Keller said. “But, as is very typical with brand names of this age and brands that have not invested in marketing the manner in which others do, the brand wasn’t top of mind.”

Onlookers today may have been lured to include The golden state Pizza Kitchen (CPK) to that list when the casual eating chain relaunched its Instagram with video clips and pictures filled with metallic graphics, versions in hoodies, loud digital beats and taglines consisting of “Fresh. To. Death.” and “Obtain that bag.”

The rebrand stunt and brand-new project are the culmination of brand identity and positioning job that has been managed by primary marketer Dawn Keller given that she signed up with the chain one year earlier. The initiative demonstrated that CPK needed to be rejuvenated, not rebranded.

Anxiety not: the rebrand effort– timed to the chain’s 40th wedding anniversary– was a feat, as CPK exposed today (March 27) in a long-form campaign video starring actress and brand follower Busy Philipps. The mockumentary-style video follows Philipps as she goes to a rebranded CPK area prior to having a heart-to-heart with “Dave” from corporate concerning just how the chain must be 40 and fine with it.

“When you talk with your efficiency companies or your media agencies, they’ll tell you whatever’s obtaining shorter and shorter,” Keller clarified. “We’re throwing the fad below and placing a two-plus-minute long-form to get it to as numerous eyeballs as possible.”

Therefore, CPK is targeting consumers that are already knowledgeable about the brand with the long-form video, relying on the imaginative adequate to run it as a skippable advertisement on YouTube as a way to keep CPMs down. The brand name is additionally purchasing consecutive advertisements on Hulu and YouTube, running cutdowns of the “fake rebrand” and “Busy to the rescue” video clips to tell the whole story in an efficient means. Extra possessions on Meta, Instagram and TikTok will supply “surround-sound” media to expand reach.

In the same way that Iris helped CPK stretch its ad bucks on innovative, digital agency Acadia is assisting the chain obtain even more bang for its dollar with its media invest, specifically as it looks to improve the mockumentary-style clip starring Philipps.

The rebrand stunt was handled with social and creative agency of document Iris, which the chain selected as part of a firm lineup overhaul in the fall, partially due to their “maniacal focus” on and prowess at generating social engagement and getting brand names right into conversations– a social-first method needed for a brand name that does not have a massive advertising and marketing spending plan, Keller stated.

Viewers this week could have been attracted to include California Pizza Kitchen (CPK) to that checklist when the casual dining chain relaunched its Instagram with pictures and video clips full of metallic graphics, models in hoodies, noisy electronic beats and taglines including “Fresh. “Yet, as is very normal with brands of this age and brand names that have not invested in marketing the way that others do, the brand had not been leading of mind.”

“For the basic population and customer base we’re trying to involve, who cares that a brand name is forty?,” the exec stated. “What happens if we transform forty in the manner in which all human beings can relate … which is we’re going to reject it by acting out as if we’re having a midlife crisis.”

“A great deal of our promos that we run throughout the year are significantly designed to bring individuals right into that [digital] environment to make sure that we’re constantly growing our marketable data source and can have that flywheel of targeted communications that are customized and much more relevant,” Keller stated.

Along with campaign media, CPK is appealing customers by overhauling its most popular promo, a thank you card that contains a concealed reward– from dish discount rates to present cards– that is revealed at their next check out. For the first time, CPK will certainly offer clients that scan a QR code on the card and join the chain’s loyalty program a $5 bonus offer and a possibility to win a five-day cruise ship.

Informa PLC’s registered office is 5 Howick Location, London SW1P 1WG. TechTarget, Inc.’s registered workplace is 275 Grove St. Newton, MA 02466.

In Philipps, an actress and talk show host known for her frank, relatable individuality, CPK found an authentic brand name ambassador that as soon as functioned as a person hosting at the chain and one who could act as a “star sherpa” that can lug the brand name to forty and past.