OUR WORK Little Caesars
The Fish & Chips Pizza prank that took the internet by storm
Little Caesars, the third largest pizza chain globally, in 2023 is expanding its international remit with the introduction of its first UK store. FINN Partners utilised April Fool’s day to introduce the quirky brand to millions of Brits.
Introducing a renowned brand to a new market
FINN Partners was enlisted to shape Little Caesars’ UK entry strategy with the goal of generating awareness and excitement for imminent new store launches.
Our job is to localise the brand’s offering and present it in a light to resonate with the British consumer. We created a social media strategy that utilised the right social channels, quirky content creation, and messaging.
An April Fool’s creative campaign, geared for success
Impressions
Body
Lively conversations
Divide the internet with a witty concept
Brand
recall
Stay on brand for future recall
Community building
Utlise the power of the community to save on brand costs
The iconic (and questionable) new menu item is born: the Fish & Chips pizza
To craft an April Fool’s campaign fitting to the British consumer, MintTwist’s social media team looked to put a British spin on the traditional American brand.
Inspired by the classic British dish of fish & chips, the pizza features a mushy pea base, salt & vinegar crust, battered cod and chips toppings, and an accompaniment of tartar dipping sauce.
Across owned and earned social posts and press features, we achieved:
1,000,000+
Social impressions
25,000+
Social engagements
10,000+
Reddit upvotes
The fishy pizza takes on a life of its own
The campaign was quickly met with lively conversations, debating whether it was real or not and whether it would taste delicious or was the worst crime since pineapple on pizza.
Supplemented with a strategic boosting strategy, the post was re-shared countlessly by individual users across social channels, including Twitter and Reddit, and racked up 10x the impressions already generated on owned posts.
Taking the campaign further with an integrated approach
Working with our PR colleagues, our creative campaign additionally saw features obtained on Metro online (readership: 2,377,143) and Ad Age in their ‘The Little Caesars Fish & Chips Pizza prank‘ that broke the internet.’ roundups. In these articles, Little Caesars sits alongside highly renowned food and beverage brands in the UK, including Papa John’s, Pizza Express, and Robinsons.
“April Fool’s campaign for Little Caesars UK helped us boost awareness which we will capitalize on when we open stores in new cities in the UK. This was a great example of FINN’s assertive way of connecting Little Caesars brand tone with the UK culture and our target audience.”
Jorge Arroyo
International Marketing Director for New Markets