How our food improvement story helped Cicis heat up in-store traffic and helped provide the spark for a sweeping brand transformation.
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.
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.
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.
Our integrated paid search, social and display ads were optimized for conversions via dozens of simultaneous targeting tactics.
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.
Drives repeat visits with Cicis’ current and lapsed guests, touting improvements through broadcast and digital.
Captures consumer sentiment through a two-phased social campaign that tells Cicis’ improvement story.
Extends Cicis’ new brand identity into the digital space, spurring awareness, while connecting with mobile consumers to drive consideration and in-store purchase.
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.
5.6% Increase in Store Revenue
8% Traffic Over 4 Week Period
230K Hyper-local Digital User Converions
1.1MM Ad Clicks
587MM Brand-building Impressions
30% Display Smartphone CTB Above Industry Average