Making “Better” Believable

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.

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.

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

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

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

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

As an additional extension of our evolving partnership, Amp 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.

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.

Amp 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.

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.

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

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

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.