Challenge

Elevate the perception of quality and expand the brand’s positioning beyond Neapolitan pizza alone, embracing a broader culture built around pizza.

Answer

Define a distinctive strategy built around The Home of the Pizzaioli: a community united by the flavours, knowledge and craftsmanship of pizza, dedicated to kneading, thinking and inventing new expressions of it.
Develop a coherent brand language that puts pizzaioli at the centre, celebrating their expertise, passion and spirit through their own words and the character of SaSa, the mascot always ready to put something new in the oven.