The path of a hometown brand with national reach.

Overview & Challenge

Jet’s Pizza, a renowned company with over 350 stores and a strong following, approached Strive Creative with a challenge. Despite their fantastic reputation and product quality, their marketing plan needed an overhaul. Jet’s had a catchy jingle, but they were not effectively highlighting their pizza as the star. The challenge was to shift the focus and elevate their brand and advertising to the same level of quality as their renowned product. Additionally, they aimed to maintain their relatability as a family-run business amidst significant expansion.

Goals

Reinforce the unique qualities of Jet’s Pizza, emphasizing their authenticity and dedication to providing high-quality pizza.

Ensure that the brand identity reflects Jet’s Pizza as a family-run business, distinguishing them from basic pizza places.

Highlight and brand the unique “Crunch” of Jet’s Pizza as a key differentiator in the marketplace.

Foster an emotional connection with customers, creating a meaningful relationship that goes beyond the product.

Strengthen the brand’s reputation and recognition, increasing customer loyalty and driving business growth.

Approach

Strive Creative engaged in thorough discussions with Jet’s Pizza to understand their needs, values, and target audience. This involved learning about their industry, customer preferences, and desired outcomes for their advertising. Strive Creative aimed to discover the unique story of Jet’s Pizza as a family-run business that fought hard to maintain quality during a period of significant growth.

Based on the discovered information, Strive Creative brainstormed ideas to bring Jet’s Pizza’s brand and advertising to the desired level. One key aspect that emerged during the ideation process was the distinctive “Crunch” of Jet’s deep dish pizza. Strive Creative recognized that this characteristic set Jet’s Pizza apart from its competitors and could be a powerful differentiator in the marketplace.

With the “Crunch” as a focal point, Strive Creative explored creative ways to emphasize this unique feature in their advertising strategy. The goal was to showcase the superior quality and deliciousness of Jet’s deep dish pizza by highlighting the satisfying and crave-worthy crunch that customers experience with every bite.

In addition to the “Crunch” we also wanted to call out their unique recipe that Mama Jett used when the owners were kids and went on to inspire the entire Jet’s Pizza business. By highlighting their family history, Jet’s Pizza aimed to create an emotional connection with customers. Sharing the story of Mama Jett’s recipe, which has been passed down through generations, added an element of authenticity and tradition to their brand. This resonated with customers who appreciate the care and dedication that goes into every Jet’s Pizza.

Impact & Success

Through the collaborative efforts of Strive Creative and Jet’s Pizza, the rebranding and advertising initiatives successfully elevated Jet’s Pizza’s brand and showcased its pizza as the star. The new approach effectively communicated Jet’s story as a family-run business and its commitment to quality, resonating with customers on both an emotional and product level. The impact was evident in improved brand recognition, increased customer engagement, and a strengthened reputation for Jet’s Pizza. The success of the project was reflected in the positive feedback from customers and the continued growth of Jet’s Pizza as a renowned pizza brand.