UTS Library

Eagle Boys Pizza Measure Up Campaign ( Eagle Boys Vote 1 for Full Size Large Pizza )

Client: 

Eagle Boys Pizza

PR Company: 

BBS

Award Category: 

Award Type: 

Call Number: 

2008 C9 - 20

Year: 

2008

Executive Summary: 

The Australian pizza market is among the most competitive in the world, dominated by multinationals Domino’s Pizza and Pizza Hut.

 

In the face of rising food costs in late 2007, both Domino’s Pizza and Pizza Hut reduced the size of their ‘large’ pizza to sustain aggressive discounted price points in the market.

 

BBS was appointed by Eagle Boys Pizza to create a high-impact media relations campaign targeting consumers to complement the launch of its national ‘Measure Up’ campaign.

 

The campaign aimed to educate Australian consumers about the pizza giants ‘shrinking’ the size of traditional large pizzas, while still charging the same price.

 

Public interest soared as media coverage was secured across the country, on national current affairs television programs (including dedicated segments on The Today Show over two consecutive days), metro radio, print and widespread online media.

 

Online media coverage was particularly successful, with Eagle Boys YouTube ‘small offerings’ video attracting more than 23,500 viewers in less than 72 hours, making it the seventh most viewed clip of the week and the most ‘clicked-on’ link of its category in YouTube’s history.

 

The campaign produced an immediate sales uplift of over 27 per cent, the largest sales spike in the company’s history. Many stores reported sales increases of over 200 per cent. Eagle Boys has attributed a sustained sales uplift of 24 per cent to this campaign.

Situation Analysis: 

Eagle Boys received reports from pizza lovers on internet forums alleging that competitors’ pizzas had shrunk in the previous year.

 

These reports spurred Eagle Boys to conduct research to confirm or disprove the ‘shrinkage’ allegations. Independent research demonstrated that Eagle Boys’ pizzas were in fact larger than Domino’s pizzas, and in some cases, up to three centimetres larger in diameter (or more than 20 per cent bigger).

 

Eagle Boys did not claim that competitors’ pizzas had shrunk. Rather, Eagle Boys claimed that their pizzas were larger. The intensive media coverage inadvertently drove Domino’s Pizzas to admit that they had reduced the size of their large pizzas in order to prevent passing a sales increase onto customers in light of rising supply costs.

  

The Australian pizza market is a homogenous and price-driven market where pizza is considered a consumer staple. Consumers differentiate pizza by brand value and price, rather than product offering.

 

Evidence of competitors’ shrinking pizzas provided a two-fold opportunity:

  1. Consumers get more value out of an Eagle Boys pizza than other brands
  2. Domino’s Pizza and Pizza Hut have compromised their brands by undermining customer trust, when covertly shrinking large pizzas to reduce costs.

A consumer marketing campaign was devised to include media relations, advertising and online communications, supporting Eagle Boys’ direct marketing program.

   

The media relations program was a key component in the consumer marketing campaign because the advertising campaign alone would not have sufficiently communicated the complex key messages to target audiences and ultimately shift buyer behaviour.

   

The media relations campaign played an integral role in boosting the effectiveness of other marketing communications tactics, such as the YouTube videos which were spoofs of several topical advertisements (such as the Federal Government’s ‘Work Choices’ and the NSW RTA’s anti-speeding commercials).

Research: 

The campaign was based on several pieces of key research.

- Focus Groups

Focus groups conducted by advertising firm Publicis Mojo Brisbane were used to gain an insight into the minds of consumers.  The focus groups found that pizza customers suspected that the pizzas from the major chains were shrinking in size and that the toppings were becoming increasingly sparse.  They felt they were being ‘ripped off’ and felt indignant that the chains responsible were making this change covertly, hoping that no one would notice.

- Competitor Product Research

To add significant weight to the campaign, pizza samples were collected from Domino’s Pizza and Eagle Boys stores across Australia.  These samples were measured by a team of independent food scientists in laboratory conditions.  The research showed that Eagle Boys’ pizzas were found to be at least 10% larger across the medium and thick pizza base varieties.

In some cases, Eagle Boys’ pizzas were found to be up to three centimetres larger in diameter or more than 20% bigger in diameter than Domino’s pizzas.

- Stakeholder Analysis

BBS conducted a stakeholder analysis to identify and define target audiences and subsequently determine the most effective target media.

The stakeholder analysis identified two key audience groups: Generation Y (young adults) and families.

BBS determined that new media was the preferred communication channel to target young adults. To this end, the media strategy focused on securing heavy online coverage to lead audiences to click on links to Eagle Boys internet presence on Youtube, Facebook and www.fullsizelargepizza.com.au website.

Families were also targeted through a consumer media campaign. By targeting prime time television programs such as A Current Affair and The Today Show, as well as major FM radio stations and metropolitan and local print media, the key household decision makers were also reached effectively.

Target Policies: 

Pizzas are a consumer staple in many Australian households, and as such, defining target audiences from such a broad public profile can be difficult. As pizzas are essentially a ‘social’ food - that is, consumed in a shared environment - consumers are generally described as ‘households’.

BBS’ stakeholder analysis was able to break down ‘consumer households’ into two key groups: young adults and families.

The following table outlines the target publics for the media campaign:

TARGET AUDIENCE

DESCRIPTION

TARGET MEDIA

Young Adults (18 - 30 yo)

  • Share accommodation households
  • Single households
  • Couple households with no children
  • Students
  • Young professionals
- Online media:
  • Online news and current affairs sites
  • Blogs
Families - households with young and/or older children
  • Decision makers in family households - parents
  • Parents - home duties
  • Parents - workers
- Mainstream media:
  • Metro newspapers
  • Metro radio
  • Metro television
Industry
  • Business industry
  • Retail industry
  • Franchise industry
  • Food industry
- Industry news - print:
  • Business, retail and franchise news
  • Food news

Communication Strategy: 

STRATEGIC APPROACH

The strategy for Eagle Boys media relations campaign can be divided into four strategic steps:

- 1. Compile Collateral

  • Compile Eagle Boys media collateral to ensure all information pertaining to Eagle Boys is accurate, consistent and accessible.
  • Equip Eagle Boys with the media training and “know how” to handle media interviews and maximise media opportunities.

- 2. Rally the Troops

  • Position Eagle Boys and its management team as “the spokesperson for pizza lovers across Australia, standing up to the giant corporate pizza chains who are secretly shrinking pizza sizes without cutting the cost”.
  • Stimulate discussion on the shrinking size of pizza through traditional and online media, as well as grassroots promotion activities.

- 3. Shrinking Pizzas - don’t just tell media, SHOW media

  • Educate consumers and media about the shrinking size of pizzas by physically demonstrating the size difference between Eagle Boys’ pizzas and those of competing pizza chains to drive sales.        

- 4. Maintain Media Momentum

  • Promote Eagle Boys’ successful business model, growth and increasing revenue throughout the campaign.

MEDIA RELATIONS PROGRAM

- The following diagram outlines the Eagle Boys media relations program:

Eagle Boys Media Relations Program

CONSUMER MEDIA RELATIONS

CORPORATE MEDIA RELATIONS
  • General newspapers, radio and TV
  • Consumer-focused media (eg. ACA, TT, Extra)
  • Business media (eg. AFR, BRW and metro business sections
  • Industry publications (eg. Franchising, Small Business Owner)
  • Formulate ‘hit list’ of target consumer media
  • Formulate bank of key messages - generic and Measure Up-focused
  • Develop media materials - fact sheets, image library etc
  • Develop a schedule of innovate media releases to ‘drip feed’ to the media ensuring consistent coverage
  • Formulate ‘hit list’ of target business media
  • Formulate bank of key messages - generic and Measure Up-focused
  • Develop media materials - fact sheets, image library etc
  • Ensure key spokesperson is media trained and prepared
  • Seek ‘soft’ and ‘hard’ media profiling opportunities

Implementation: 

MEDIA RELATIONS

Securing strong, positive media coverage was essential for Eagle Boys to promote its products to consumers, and build the company’s corporate reputation within the industry.

- 1. Compile Eagle Boys Media Collateral

Prepare for the anticipated media interest.

  • Media bios for senior management
  • Eagle Boys company overview, history and key milestones / innovations – fact sheets
  • Photo library
  • Eagle Boys general key messages on operations, business strategy, topical issues etc
  • Eagle Boys key messages on “shrinkage”
  • Formulate media “hit lists” of:
    • Talk-back, breakfast and drive-time radio shows
    • Business, industry and consumer media
    • Relevant online forums and blogs

- 2. “Rally the Troops”

As the “spokesperson for Australian pizza lovers”, Eagle Boys needed to rally the troops to encourage active and vocal discussion of the shrinking size of pizzas in the media, but also at a grass roots level.

Therefore, BBS proposed a strategic online campaign to reach consumers and encourage discussion. Specifically, BBS proposed the following tactics:

  • Relevant blogs and forums - post forum topics surrounding shrinking size of pizzas
  • Not Good Enough.org - post forum topics surrounding shrinking size of pizzas

- 3. Shrinking Pizzas - don’t just tell media, SHOW media

To demonstrate to consumers and media how small pizzas have shrunk, Eagle Boys needed to physically show this. Therefore, Eagle Boys designed a promotional box that visually demonstrated the size of an Eagle Boys pizza compared to its large corporate competitors. This box was available for the duration of the campaign.

BBS then proposed Eagle Boys deliver pizzas in the promotion boxes with a tailored media release about the shrinking size of pizzas to media:

- Quirky gossip media release

  • Angle: Vote 1 for Full Size Pizzas - “More bite for your buck” and “They’re getting bigger by making your pizzas smaller”
  • Target: Consumer print & radio journalists and breakfast / talkback / drive time radio show producers

- Consumer media release

  • Angle: “They’re getting bigger by making your pizzas smaller” – independent test results released to corroborate Eagle Boys’ allegations
  • Target: Today Tonight.

- Business media release

  • Angle: Pizza wars heating up
  • Angle: Domino’s threatens legal action
  • Angle: Increase in consumer demand for Eagle Boys pizza following allegations by the company that competing pizza chains are cutting pizza sizes without cutting pizza prices
  • Target: Business print, radio, TV and online journalists, and industry franchise, retail and food media

- Industry media release

  • Angle: EB launched new strategic advertising campaign
  • Target: Marketing/advertising industry media

- Localised media release (individually targeted at every town EB operates)

  • Angle: “More bite for your buck” and “They’re getting bigger by making your pizzas smaller”
  • Target: General local print media

- 4. Maintain Media Momentum

Incorporating online media into the campaign (including Facebook and MySpace), allowed Eagle Boys to calculate hit rates, “friend numbers” and “postings” on the websites. This valuable information was used to not only demonstrate the success of the campaign, but also be compared to other popular sites’ hit rates.

To keep the momentum going throughout the campaign, BBS developed the following media releases that were drip-fed to the media:

  • New store opening announcements
  • “Business as usual” releases
  • Business success - 2007 wrap
  • Campaign success
  • Soft and hard profiling opportunities with Eagle Boys senior management.

Results: 

OBJECTIVES

 

The objectives of the media campaign were to:

  1. Drive sales boost by 10 per cent
  2. Secure at least one news story on national television, one news story in a national publication and one news story in each state-wide metropolitan publication
  3. Secure mentions of the ‘shrinkage’ on major radio stations in Brisbane, the home of Eagle Boys
  4. Secure news coverage on at least one major online news website
  5. To boost the number of viewers to the YouTube video to more than 20,000 viewers.

- Objective 1

  • The campaign produced an immediate sales uplift of over 27%, the largest sales spike in the company’s history.

- Objective 2

  • Two dedicated segments on the Today Show over two consecutive days
  • Coverage on A Current Affair
  • News coverage in The Australian and AdNews
  • News coverage in state-wide metropolitan publications Courier-Mail, Daily Telegraph, Adelaide Advertiser, Herald Sun, Perth Sunday Times and The Mercury
  • Extensive regional coverage was also secured in areas including Kalgoorlie and Cairns.

- Objective 3

  • Live discussion about the ‘shrinkage’ on Triple M and 4KQ in Brisbane.

- Objective 4

  • Online news coverage on News.com, Taste.com, Today Show Online and thepizzamarketplace.com.

- Objective 5

  • Prominent positioning on News.com lead audiences to click on the YouTube link which was viewed by more than 23, 500 people in less than 72 hours, making it the most viewed clip of the week and the most ‘clicked on’ link of its category in YouTube history
  • As of 23 April, YouTube views had skyrocketed to more than 32,400 views.

Evaluation: 

Public interest soared as media coverage was secured across the country, on national current affairs television programs (including dedicated segments on the Today Show over two consecutive days), metro radio, print and online media.

 

Media pressure forced Domino’s Pizza to ‘admit’ to shrinking the size of their pizza, despite the fact that Eagle Boys only claimed that Domino’s’ pizzas were smaller than Eagle Boys. This, in turn, fuelled the pizza war debate in the public arena.

 

The campaign produced an immediate sales uplift of over 27%, the largest sales spike in the company’s history. Many store reported sales increases of over 200%. Eagle Boys has attributed a sustained sales uplift of 24% to this campaign.

 

This evidence demonstrates that the consumer marketing campaign was successful in delivering its key messages to the intended audience in a way that was strong enough to affect consumer behaviour.

 

Since the launch of the campaign Eagle Boys’ total sales grew by 20.7 per cent, ahead of its full-year growth target of 18.9 per cent. Same store sales in the year to December were up 11.7 per cent.

 

Eagle Boys has also enjoyed positive brand associations with the campaign with market research reporting greatly improved consumer ‘quality’ and ‘value’ association score with the brand.