The decision to drop the apostrophe from the company's name showed that it 'no longer held a single ownership.' 'We kind of lost some of that emotional attachment with our customers, and so that brand love and loyalty was suffering,' Ruelle says.
The 'Better Get You Some' campaign, led by The Martin Agency, aims to reach a younger demographic, revitalize brand loyalty, and evoke the essence of pizza through the design elements like 'Pappy' font.
The color palette based on ingredients like the shade of green inspired by pepperoncini reflects the attention to detail in the rebrand. The campaign intends to steer away from price wars prevalent in the pizza industry.
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