Y Brand agency launches Every Pizza Tells a Story campaign for Canterbury icon

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Auckland-based agency Y Brand has created a number of video films for Canterbury institution Winnie Bagoes, and today launches the first video in a series to celebrate a unique Kiwi pizza. 

The videos are part of its current Every Pizza Tells a Story campaign which highlights the food, land, and people of Canterbury — all of which have a role in creating Winnie Bagoes’ signature pizzas.

“For 20 years, we’ve been making pizzas that you can’t get anywhere else in the world,” says Winnie Bagoes owner/MD Geoff Cavell.

“Kiwi pizza means much more than the type and quality of pizza we are serving. It’s a testimony to our local farmers and their products, whose homegrown produce we use wherever we can.

“With the Every Pizza Tells a Story campaign, we wanted to pay tribute to the people, places, and produce that make our Kiwi pizzas so popular.”

The video released today features some of Winnie Bagoes’ biggest fans as they talk about what Kiwi pizza — and the Canterbury region — mean to them.

Billboards in the mix
It complements a social media campaign calling on people to share their stories, as well as billboards promoting the Every Pizza Tells a Story theme.

“Winnies has never tried to take pizza from Italy and stick to making it like the Italians,” Cavell says.

“We’ve just always tried to embrace the fact that New Zealand is full of people of different backgrounds who each have a different story as to how they ended up in this beautiful country. Just as every person has a story, every pizza has a story too.”

That core theme was behind the thinking of the Winnies campaigns, devised by brand consultancy firm Y brand.

“More than ever before, New Zealanders want greater transparency in the products they buy. They’re becoming more aware about the conditions their food is made in as well as the social and environmental impacts of producing it,” Y brand director Judit Maireder says.

“For Winnie Bagoes, that’s a great thing. Winnies has been sourcing high-quality, fresh, and lovingly-grown local products since it was founded, but it’s been quiet and humble about its support for the local growers.”

“All we’ve done with the Every Pizza Tells a Story campaign is celebrate Winnies’ philosophy in sourcing locally from some of the world’s best.”


Client: Winnie Bagoes
MD: Geoff Cavell
Agency: Y brand
Strategy/Creatiive Concept/Art Direction/Media: Judit Maireder
Creative and Copy Writer: Kit Lawrence
Social Media Manager: Zandri Spies

Billboard Production: Luc Identity (Dylan du Plessis)

Video Production: Activate
Director: Jason Boberg,

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