Thursday, April 10, 2008

St Elmo’s Pizza "Glow in the dark menu"

They have to come up with a relevant, tactical execution to promote the St Elmo's USP of wood fired pizzas, while simultaneously increasing brand awareness and driving sales of St Elmo's Woodfired Pizza. South Africa has been experiencing daily power outages due to a national energy crisis. Their client is unaffected by this as their pizzas are wood fired. So, their solution was to inform people of this fact by creating what looks like a normal menu, but it glows in the dark as soon as the light go out. Client maintained sales through power outages when other business suffered. Client was very happy with the end result and consumers were fascinated and intrigued.

Agency: Lowe Bull Johannesburg, South Africa.