Trump’s tariffs turned friendly countries, Canada and America, into adversaries with the threat of a trade war looming. His tariffs of up to 25% on Canadian goods triggered retaliatory tariffs on American products. Canadian-owned and operated Pizza Pizza is also back against tariffs with its latest campaign by Zulu Alpha Kilo, Reverse Tariffs.
The Reverse Tariff campaign, a 25% discount on regular-priced pizzas, is both a discount and a loyalty-building campaign. It’s Pizza Pizza’s way of giving back to communities across the country, just as it has since its founding in 1967. The campaign builds on the brand’s Everyone Deserves Pizza platform, reinforcing the brand’s long-standing commitment to putting customers first and delivering great value, especially during challenging times.
Reverse Tariff launched the week of February 18, just weeks after the announcement of a planned 25% tariff on Canadian imports. The timing couldn’t have been better, coinciding with the 4 Nations Face-Off Championship – a prime moment to capture national attention. Earlier in the tournament, Canada and the USA played a close game, with the US narrowly securing the win. When the two teams met again on February 20 for the championship, excitement was at its peak, setting the perfect stage to promote the Reverse Tariff.
During the game, the campaign commercial aired across TV and social media, taking a playful jab at the situation with the bold headline, “Hey Tariffs, Eat This!”.
The move struck a chord, igniting an overwhelming response from Canadians – and even from fans across the border. Social media buzzed with thousands of comments, including one viral TikTok where a user simply filmed her TV screen as the ad aired, racking over 26,000 likes and 500 comments.
@emilystranges Use code Reversetariff for 25% off, I guess? This is so Canadian coded 😂
With 16.1 million viewers across North America, including 10.7 million who watched a portion of the game in Canada, reaching one in four Canadians, it was the most-viewed sporting event of the year, surpassing the Super Bowl in Canada. But it wasn’t just about the laughs. Many viewers were eager to cash in on the promo. As a result, pizza sales surged over 20% in the first weekend alone.
The campaign was an instant success, driving sales and tapping into a cultural moment to boost brand love – and sell a few pizzas along the way. It gained widespread attention, with coverage from major outlets like The New York Times, and countless Reddit threads.
Pizza Pizza and Zulu Alpha Kilo have a knack for creating timely campaigns tapping into the zeitgeist. Last year’s Bipartisan Wings, launched during the American election, featured satirical political-style attack ads from both the “left” and “right” wings, with the goal of unifying Left and Right chicken wings together in one box.
“As an agency, we love working with Pizza Pizza, a brand that isn’t afraid to have a little fun. Taking a stand against tariffs with pizza might not change Canada-US trade policies, but it sure gives Canadians a delicious way to fight back, one pie at a time,” stated Brian Murray, chief creative officer, Zulu Alpha Kilo.
The Reverse Tariff campaign paid media is being managed by Media Experts, while spPR is running PR.
