Pita Pit has launched its first campaign, with the national TV ad airing for the first time last night. The company which first opened in New Zealand seven years ago now has over 65 stores nationwide and another nine in Australia. Contagion won the business for both markets earlier in the year and this is the first of many campaigns.
The ad is based on the insight that health casual food makes you feel good before, during and after eating. Hence the end line #eatyourselfhappy. This forms the basis of a wider campaign including digital, social, radio and instore. Executive Creative Director Bridget Taylor says, “Just like the product, this is a fresh approach to convenience food advertising. The clients were determined for this to be about the emotional not just the rational reasons to eat the product.”
Managing Director and co-founder Duane Dalton further adds, “We offer a different product and wanted a campaign that reflected this. It’s too soon to talk results but the initial feedback has been extremely positive and we couldn’t be happier.”
Dean Taylor says, “Internationally this is a massive growth segment. We live in a ‘better than’ world where people want choices that are just a little bit better than others. Pita Pit is perfectly positioned to satisfy this need.”
CREDITS
ECD: Bridget Taylor
Creatives: Dan Walton, Seth Josephs
Head of account service: Sarah McGregor
Account Director: Lizzie Brett
Film: Co Flying Fish
Director: Helena Brookes
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