Sbarro Pizza

Insight: This first-to-market concept brand had grown tired. Mall foot traffic had died down and new restaurants and options were plentiful. Much like Domino’s and Little Ceaser’s had done previously, it was time for a rebirth. 

Idea: Modernize the brand identity. Make it approachable as ever, but highlight that things were changing for the better. If ingredients are fresher, improved, enhanced for today’s palate, the creative also has to be fresh, irreverent and fun. Be inviting. Be the brand that Sbarro should be at food courts, convenience stores, highway stops, etc. This was a 24-hour-turnaround — we came up with ideas that had stakeholders rethink their entire brand approach.