Zeppe's Pizzeria | TWIST Creative, Inc. | Performance Driven Marketing for Purpose Driven Causes

Overview

For more than twenty years, Zeppe’s had been part of Cleveland’s pizza tradition. But competing with national chains and their multimillion-dollar advertising budgets required a clearer reason to choose local. TWIST helped Zeppe’s turn its neighborhood roots, authentic Italian pies and approachable personality into a distinctive brand story.

Goal

Strengthen preference for Zeppe’s among existing customers, connect with a younger audience and make online ordering part of the appeal.

Neighborhood character. A fresh visual identity.

Solution

We positioned Zeppe’s as “Cleveland’s Neighborhood Pizzeria” and expressed its value simply: “Authentic Italian Pies. Pizza Prices.” The invitation to “Crunch That Zig-Zag Crust” put a distinctive product feature at the center of the campaign. A refreshed identity connected television, digital advertising, social media and packaging, while “Say it with Pizza” turned pizza boxes into greeting cards worth sharing.

Results

Differentiation – A clear local position in a category dominated by national brands
Visibility – Increased social and media activity on the promotion’s launch day
Amplification – Local bloggers and social influencers shared the campaign through #LoveZeppes

“TWIST understood what makes Zeppe’s special and gave us a fresh, confident way to share it. From our signature crust to our neighborhood roots, they brought our personality to life and connected our advertising, packaging and social media into a brand that feels unmistakably like us.”

Joe Ciresi Owner, Zeppe’s Pizzeria

A neighborhood story worth sharing.

Say it with pizza.

Pizza already brings people together. We gave it something to say. With playful messages printed on greeting-card-style boxes, Zeppe’s became a way to celebrate, send encouragement or share a little affection. The packaging extended the campaign into customers’ homes and social feeds, making the brand part of the moment.