Winners 2018/Food Producers Bronze

Project: PizzaExpress retail range redesign

Client: PizzaExpress

Design: Bulletproof

PizzaExpress is a much-loved brand, with a consumer base of over 10 million. But only 15% of its customers dine at the restaurants and shop its ‘At Home’ range sold in supermarkets. They wanted to assimilate the brand to create a more engaging experience at home to beat off competition from the rise of supermarkets’ private-label, premium chilled pizzas.

Drawing on PizzaExpress’ rich heritage, the aim was to create a hero brand through the redesign and to differentiate between the classic and premium ranges. Using handwritten typography and bright colours, they instilled authenticity that linked to the restaurant experience.

In just 12 weeks after the relaunch, the PizzaExpress ‘At Home’ range enjoyed 15% value and 17% volume growth. That equates to 1.15 million more pizzas sold, which brought £2.79 million additional revenue. In some retailers, PizzaExpress is outperforming the rest of the market by 9.3% and the brand is now appealing to a much wider range of customers.