‘Doughy’ Essex painted gold for clever Pizza Express campaign

By 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.

joey essex pizza express

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

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