The Regulars bring pizza home

Panarottis Pizza Pasta is evolving its brand image with a new campaign created for them by TBWA\Fusion, Cape Town. The campaign focuses on the fabulous foibles of animated family 'The Regulars'; a nuclear family of four and a cantankerous Granny, who are the ultimate sketch of the average South African family.

Research conducted by TBWA\Fusion identified that most pizza brand communications, including Panarottis, focused on the product and taste appeal alone. Using the TBWA\Fusion methodology of Disruption, this focuses on disrupting the market place conventions to deliver a larger share of the future for clients.

"TBWA\Fusion identified an opportunity to position the brand to appeal to the whole family based on the sit down Panarottis pizza experience, which does not only talk to the adults about product benefits," comments Ewan Veitch, Managing Director of Cape-based TBWA\Fusion.

The Regulars are based on a real South African family who represent a realistic interpretation of how families interact with one another.

Flighting began on 14 October 2005. The primary media are cinema, radio, print and in-store branding.

"Panarottis is not only about pizza - yes we serve 'damn fine pizza', but we're also very much about family. Panarottis offers the family a unique and memorable dining experience that will keep you coming back time and again," says Kevin Robertson, Managing Director of Panarottis.