‘Doughy’ Essex painted gold for clever Pizza Express campaign
By Jade Mansell on Monday, January 13, 2014
Joey Essex must’ve been inundated with brand link up offers following his success on I’m A Celebrity…, but Pizza Express has won out with a cheeky campaign to celebrate the 45th birthday of their famous Dough Balls.
Joey has been painted gold to launch the Italian restaurant’s competition to win two real gold balls worth £5,000.
The PR team must’ve had fun during the brainstorm, with ‘Doughy’ Essex endearingly claiming that “I’m really surprised that Dough Balls are so old – they’re my favourite – and the Sloppy Giuseppe pizza. I always get it because ‘Giuseppe’ means ‘Joe’ in Italian.”
One lucky visitor to the restaurant will be given a Dough Ball covered in edible gold together with their order, which can then be exchanged for a solid gold version.
According to Digital Spy, as well as the 18-carat prize, ten edible gold-covered balls will be hidden in special packs of Original Dough Balls, available from selected supermarkets, which will entitle the winner to a year’s worth of free Dough Balls. One of these winners will then be awarded the second solid gold ball.
This campaign has it all: celebrity brand ambassador, eye catching picture-led stunt, and a competition engaging visitors. It has seen coverage on Digital Spy, Daily Mirror, Heat, The Sun and Yahoo, as well as regionally.
Picture credit: Digital Spy
Further reading: Pizza Express’ blog about the campaign
Involved agency: Third City PR