We’re all pizza people

Building from a universal truth

As Johnny’s experienced growth throughout the Southeastern United States, they approached Mode with a need to strengthen and unify their brand. Working closely with their team, we developed a robust strategy anchored by the positioning, “Pizza we’re proud to serve our neighbors.” The strategy celebrated the brand’s commitment to quality, craft, community, and above all, a universal love of pizza. It was an approach that struck a chord with customers and franchisees alike – because no matter how you slice it, we’re all pizza people.

Proudly Serving Neighbors

Our research showed that customers not only loved the authenticity and quality of Johnny’s New York Style Pizza, but many saw it as their neighborhood alternative to large pizza chains. The new platform needed to engage new and existing audiences on a regional level but to be successful it needed to be activated locally by franchisees. Tactics included everything from in-store materials, to social content and digital marketing campaigns, to radio and broadcast productions. Assets were centralized through an easily accessible online toolkit that let franchisees customize materials to best fit their goals and requirements.