CLIENT: Nestlé - California Pizza Kitchen Oven Ready

PROJECT: Campaign

AGENCY: IBM iX (FMR: Resource/Ammerati)

ROLE: Content Strategy, Creative Direction

The Nestlé Oven Ready California Pizza Kitchen brand had been a bit stuck in a formulaic approach to their marketing and was in decline. 

The brand, under new management, was open to fresh ideas. I believed this to be to biggest opportunity to change things up. 

The insight was that consumers romanticize the idea of flavor, not convenience. I used this as the catalyst to launch the campaign "A Little Something Unexpected." 

This campaign showcased Chef Brian, the real Chef behind the CPK pizza recipes. We focused on the passion for ingredients and the never-ending search for that one ingredient that would make a recipe truly memorable. A sensorial and thought-provoking video entitled "That One Missing Element" spearheaded the campaign. 

Historically the brand never released communications without mention of an oven or an image of the box so familiar to those in the frozen pizza aisle. However, this time with the brand's trust, I pushed for the brand to release our hero video without ever showing the box or an oven. 

The brand extended the ethos of that idea into the rest of the work across all communications.