With the Canada Day long weekend beginning on June 30, fast food chains were full of offers and gimmicks. None more of an attention magnet than this – a pizza that repels mosquitos.
The pizza, devised by Zulu Alpha Kilo for Pizza Pizza is loaded with garlic, tomatoes, hot peppers, and onions, which many studies say can naturally repel mosquitoes*. It was created in response to recent reports that mosquitoes will be worse this year than usual and knowing long weekends in the summer are usually spent in the great outdoors with family and friends, there was an opportunity to create a new menu item to help keep the biters at bay. Pizza Pizza believes that Everyone Deserves Pizza, especially on long weekends. The new pizza aims to ensure that mosquitoes don’t ruin weekend plans with family and friends.
“Long weekends are important, and Canadians know firsthand that shooing away mosquitoes can make or break a party,” stated Adrian Fuoco, vice president, marketing. “The Buzz Off Pizza is a great way to ensure everyone has a fantastic pizza-filled long weekend… except mosquitoes”.
“There are lots of products out there to help naturally repel mosquitoes, but none this delicious,” added Brian Murray, chief creative officer at Zulu Alpha Kilo.
The Buzz Off Pizza is being launched in a national campaign during the Canada Day long weekend. Paid media is planned by Media Experts, while PR is managed by spPR.
*Studies:
- Garlic https://newsmediarelations.colostate.edu/2003/09/30/nutrition-column-garlic-may-repel-pests-as-well-as-people/
- Garlic and Onions https://www.sciencedirect.com/science/article/pii/S1658077X20300734
- Garlic, onions, and hot peppers https://www.familiprix.com/en/articles/how-to-avoid-mosquito-bites-through-food
Credits
Agency: Zulu Alpha Kilo
Creative Chairman: Zak Mroueh
Chief Creative Officer: Brian Murray
Creative Director – Art Director: Michael Siegers
Creative Director – Writer: Jonah Flynn
Art Director: Duncan Porter
Senior Copywriter: Jane Murray
Account Team: Alyssa Guttman, Alex Berube
Chief Strategy Officer Heather Segal
Strategy Director: Cameron Fleming
Agency Producer: Andrew Sekine
Client: Pizza Pizza
Client Team: Adrian Fuoco, Amber Winters, Adam Williamson, Zoe Pagazani, Ivy Yu, Raymond Luk
Media Agency: Media Experts Media Experts Team: Kareem Boulos, Faebri Michetti, MacKenzie McNevin, Lily Lazzara
PR Agency: spPR
Production House: Zulubot
Studio Director: James Graham
Editor: Cecilia Bernasch
