Francesco’s. Brand Launch
The legend of Francesco told through a legendary launch campaign and event.
The only sandwich he's ever eaten was a pizza...Unconfirmed rumour.
between two pizzas.
A quick introduction to Francesco’s, a franchise brand
Previously known as Pitfire, Francesco’s Pizza Café is one of Rahim Holdings’ subsidiaries in the food and beverage sector. Francesco’s offers more than just pizza, it offers its guests a bit of culture, magic, Neapolitan flair and a great deal of New York vibes. The new franchise branding encapsulates the Big Apple’s state of mind and the Italian passion to create the tastiest pizza on this side of the world.
Challenges of the franchise branding
The restaurant sector in the Kingdom is highly competitive and in order to stand out in a saturated market, we needed to ensure the target audience understood the Francesco’s difference. Unisono needed to develop a new brand, a relevant positioning and a compelling communication story for this legendary franchise brand.
Our strategic approach and creative solution
To introduce the brand to the public in a fun and engaging way, we developed a strategic communication plan and a multi-tiered campaign to follow suit. The brand story that quickly intrigued pizza lovers all over Bahrain revolved around the mysterious ‘Legend of Francesco’. Instead of launching a new pizza name, set ourselves the target of creating and introducing a legend. This legend was then applied to a fully integrated campaign including creative deliverables such as wall branding, merchandising, social media posts, launch event invitations, giveaways, etc. These were all brought to life through an original and daring design paired with witty, humorous and dare we say it, legendary copywriting.
A fantastic result for Francesco’s franchise branding
The result was a very well attended, fun-filled event with lots of entertainment, magic tricks, photo booths, a mariachi band and an al fresco dining experience, starring Francesco’s legendary pizza. After the event, the hype continued on social media as photos and videos were shared by the event attendees.
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To learn more about Francesco’s, visit their website on this link.
Strategy, Integrated Advertising and Digital Campaign, Marketing Collateral, Apparel, Interior Graphics, Packaging, PR and Launch Event.
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