Publicis JimenezBasic launches new campaign for Greenwich pizza

The campaign also covers two existing flavours, also infused with copious amounts of cheese: the 'Philly cheese steak overload' and the 'Cheesy bacon burger overload'. Publicis JimenezBasic explained that the campaign had to match the 'cheesiness' of these flavours in its campaign. For this phase, the agency wanted to showcase 'cheesiness' amped to its highest level. 

"If the first cheesy campaign showed cheesiness in words and the second in action, this time around, we showed cheesiness both in words and in action through big romantic gestures. These grand acts of cheesiness involve planning, orchestration, and major set-ups (with the help of friends), all culminating to the guy delivering a really cheesy line to the girl," an agency spokesperson said.

The set of three TVCs stars popular local celebrities Anne Curtis, John Lloyd Cruz and Solenn Heussaff who play the lead characters in the different scenarios.

The first cheesy campaign introduced a new range of pizzas, 'Xtreme Cheese Pizzas', back in 2009 that featured cheesy lines in a romantic setting between a boy and a girl. The second phase launch meatier pizzas that were targeted to men, dubbed as 'Xtreme Cheese Pizzas for Men'. This time around, it showed cheesy situations between two male friends, based on the insight that guys too, when triggered, can get cheesy with each other.

Since the campaigns' initial launch, it has won a gold at the Araw Awards for best integrated campaign. It has also helped increase sales of the pizzas by 26 per cent after the airing of the first set of TVCs, an increase of 28 per cent in sales after the second set of TVCs went on air. 

Greenwich Pizza is owned by parent company Jollibee Foods Corporation which is the main rival to McDonald's in the country.

Credits:

ECD  Don Sevilla
CD  Noel San Juan, Lec Flores
Art Director  Jess Villaruel, RJ Ferrer
Copywriter  Noel San Juan, Martin Sarmenta
Planning Director  CJ Jimenez
Group Account Director  Chinky Veloso
Account Director  Sherie Chua
Producer  Noel Enriquez
Production House  Film Pabrika
Director  Carlo Directo