Drive through just about any neighborhood and you're likely to see more than a few pizza restaurants. That makes standing out and developing a strong relationship with customers essential, something Johnny's Pizza of Atlanta, GA, recognized. With more than 50 locations in the market, the company worked with Comcast Spotlight to create a high-impact, multi-screen campaign to showcase Johnny's as a premiere destination for pizza and subs.
Looking to reach families, "pizza lovers" (and isn't that almost everyone?) and sports fans, Johnny's TV advertising focused on networks like A&E, CNN, ESPN, ESPN2, HGTV, History and TBS. Commercials were geographically targeted to reach consumers within a 10-mile radius of each location. Digital advertising included in-banner advertising on Xfinity.com throughout Atlanta. Comcast Spotlight also created a custom promotion for Johnny's: a sweepstakes offering the opportunity to win tickets to an Atlanta Braves game and many other enticing prizes. Comcast Spotlight's team created the landing page for the contest, and it was promoted with both television and digital advertising.
Multi-screen advertising has helped Johnny’s pizza earn plenty of additional dough: year-over-year sales have increased 20%, and sales during the custom promotion increased 15%. A year-round advertiser, Johnny’s receives regular feedback from customers commenting on its advertising. Another important constituency—franchise owners—are also happy to see the company’s ads during high-profile sporting events.