Piazzetta
Advertising campaignWith over 30 years of successful operations and more than 20 restaurants located throughout Quebec, La Piazzetta commissioned Imédia to design a campaign to maintain restaurant traffic. To execute the integrated campaign, Imédia opted for a concept centred on ever-changing seasonal menus and proposed a distribution strategy combining traditional and digital platforms.
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Piazzetta
Tasked with supporting restaurant traffic while maintaining the positioning of “Plus que de la pizza”(More than just pizza), Imédia focused on the way seasonal menus evolve to pique people’s interest in (re)discovering new dishes. By combining the brand’s experience with the diversity of flavours found in its culinary offerings, we launched a campaign focused on evolution, immersing viewers in a bewildering universe. While continuing to capitalize on existing strengths, we boldly presented the variety on the menu as a logical continuity, an enhancement.
The campaign message invited people to step into the mindset of a curious customer, who gets carried away and compares human evolution to the evolution of La Piazzetta’s menus. The character then launches into a universe where humans possess the ability to understand canine language, creating a surprising and offbeat perspective. The comparison between the evolution of the menu and the evolution of human capabilities highlights the surprising aspect of La Piazzetta’s menu: food choices that evolve to an almost unbelievable degree.
