AUCKLAND, Today: Romano’s has dropped its first-ever brand campaign, celebrating 50 years of pizza goodness with a bold, cheeky rollout titled Everyday Masterpieces, crafted by agency partner MintHC.
The idea? Romano’s pizzas make everyday moments a little tastier. So they’ve mashed up Italian masterpieces with Kiwi culture – and it’s as clever as it is eye-catching.
The Mona Lisa’s chilling at a summer do. Flatmates recreate The Creation of Adam with a slice. And a Kiwi dad channels David, apron and all, in his backyard pizza zone.
Alan Kang, Creative Director at MintHC, said, “It’s pretty unheard of for a successful brand like Romano’s – which has been around since 1975 – to be launching its very first advertising campaign 50 years later. And it’s incredibly exciting to be doing it with a solution that fully embraces the possibilities of AI.”
Kang reckons the client’s trust made it all possible. “AI is an incredible tool, but it’s a bit like a wild horse. It doesn’t always do what you want it to – but when you learn how to steer it, it can take you places you couldn’t reach before. We saw AI not as a shortcut, but as a creative enabler – helping us deliver more imagination, faster and smarter.”
“This campaign is a big moment for us. We’ve always focused on making a great product, and we are proud to be the category leader but we’ve never told our story in this way.” – Brad Kirkpatrick
It’s also one of the first FMCG campaigns in NZ to go fully generative-AI. No pricey sets or studios – just smart, tech-led creative and more money to spend on media.
And in a cool twist, those AI visuals are being hand-painted as murals in Auckland, Wellington and Christchurch – turning digital art into something passers-by can actually stop and enjoy.
The campaign goes big with national placements across out-of-home, video-on-demand, social, and retail, including in-store displays and promos to make sure it’s seen and remembered.
“This campaign is a big moment for us,” says Brad Kirkpatrick, Managing Director at Romano’s. “We’ve always focused on making a great product, and we are proud to be the category leader but we’ve never told our story in this way.
“With our expansion into more North Island supermarkets, it felt like the right time to step out and connect with shoppers in a fresh, fun, and memorable way.”
MintHC is also helping Romano’s keep that vibe going digitally, supporting the brand’s push into social to keep the buzz alive beyond the supermarket aisle.
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