CHEESY by Publicis JimenezBasic for Greenwich

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CHEESY

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Industry Cafe
Media Promo & PR, Case study
Market Philippines
Agency Publicis JimenezBasic
Executive Creative Director Don Sevilla Iii
Creative Director Noel San Juan
Art Director Jess Villaruel, Rj Ferrer
Released August 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: FRESH & FAMOUS FOODS
Product/Service: GREENWICH PIZZA
Agency: PUBLICIS JIMENEZBASIC
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: PUBLICIS JIMENEZBASIC, Makati City, THE PHILIPPINES
Executive Creative Director: Don Sevilla (Publicis JimenezBasic)
Creative Director: Noel San Juan (Publicis JimenezBasic)
Art Director: RJ Ferrer (Publicis JimenezBasic)
Art Director: Jess Villaruel (Publicis JimenezBasic)
Broadcast Producer: Paul Suarez (Publicis JimenezBasic)
Media placement: TVC - 3 Tvcs - Channel 2, 7, ETC, MTV, QTV 5, 2nd Avenue, Solar - August 2009
Media placement: Viral - 4 Virals - Youtube - August 2009

Results and Effectiveness
The first one launched three new products in March 09: Cheesy Blockbuster Overload, Extreme Cheese and Sausage Overload, 5 Cheeses & Garlic Overload. A month after the launch, total Overloaded Pizza sales increased by 26.48% and total pizza sales increased by 17.82%. Comparing to year ago, Overloaded Pizza sales increased by 8.84% and total pizza sales increase by 9.70%.

Creative Execution
To introduce the idea of 'cheesy', we came up with cheesy stories that happen between friends. These stories then led to the introduction of the new cheesy pizzas.

Insights, Strategy & the Idea

In 2008, Greenwich re-launched the brand by introducing the Overloaded Pizza line and latched on a very strong friendship insight. In 2009, the product innovation was all about cheese. Cheese is a very important component of pizza. In fact, most pizza users cite cheese as a strong driver in their pizza purchase. For 2009, Greenwich wanted to take the lead in the 'cheesy pizza' metric while building its new fun adult equity, thus the birth of the “sobrang cheesy”, which gave a breakthrough in both business and buzz results.