Little Caesar Enterprises, Inc.: Talking Pizzas campaign

By the late 1990s the pizza market had become saturated, and Little Caesar Enterprises, Inc., a value-oriented player that had grown dramatically during the 1980s, saw its sales and market share flatten.

Little Caesar Enterprises, Inc.: Talking Pizzas campaign

Debbi Mack

OVERVIEW

By the late 1990s the pizza market had become saturated, and Little Caesar Enterprises, Inc., a value-oriented player that had grown dramatically during the 1980s, saw its sales and market share flatten. The company decided to change its marketing strategy and early in 1998 hired Bozell Worldwide Inc., giving the agency the task of developing a new advertising campaign that would emphasize product quality in addition to value.

The Bozell "Talking Pizzas" campaign ran on television in the fall of 1998 and in direct-mail solicitations. In the two 30-second television...

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