As fancy food took over the high street, this iconic chain wanted to reinforce their position as the down-to-earth antidote to poshed-up pizza. This concept was built around the question ‘how do you eat your pizza?’. Topping first, folded over, knife and fork or fingers: we all have our own special way of eating pizza. With illustrator Sara Fanelli, I came up with a series of characters to tell the idiosyncratic stories of the chain’s four most popular pizzas by the people who love them.
Concept. Copywriting.
(With London agency, The Nest)
“There’s salad and there’s pizza. And for those days when I just can’t make up my mind, there’s the Soho.”
“I’m an American Hot man and so is my dad. He’ll tell you different, but the truth is, when it comes to extra chilli, I always out-spice him at least two-to-one.”
“Minimalism is underrated. Less is more, that’s my motto. Take the Margherita: no fuss, no bother, just pure, simple flavours. What a work of art.”
“A Fiorentina isn’t a Fiorentina until the egg is stabbed with a piece of crust and left to ooze rich and runny all over the spinach and cheese.
My daughter says I should act my age.”