Re-Branding Campaign

Hungry Howie’s is a loved character. For over 25 years, the little guy helped to grow the brand to one of top 10 pizza franchises in the country. In 2010, Howie was in need of an update and the brand needed a refresh to jumpstart growth during the recession. With a new look and a whole new attitude, Howie’s made a leap toward the future and sales have climbed ever since.

Campaign Overview:
Hungry Howie’s Pizza needed a brand that would appeal to a younger audience and still capture families. We developed a new look, attitude and ultimately gave our Howie character a facelift. We debuted the new brand in regional Superbowl commercials with our “Ad Guys” team. We featured fixed price points of “$5, $10, $15 and $20” meal deals. We overhauled the signage, store design, box design and brand standards. From the moment the ads aired, sales have been climbing.

Tactics included: Television (series of :30 spots), Outdoor, Digital Banner Ads, Digital Video, Free Standing Inserts, Posters, Social Engagement Strategy, Social Media Assets, Exhibit Design, Franchisee Sales Materials and Truck Graphics.

Hungry Howie’s Pizza has experienced 16 consecutive quarters of sales growth since the re-brand.

Role: Associate Creative Director, Strategist and Art Director
Agency: DBA Worldwide
Research Partner: Traverse Bay Research Group