The Campaign

BRIEF This is a winning case study because it shows how a great product innovation seamlessly translates to a great creative execution every Cheesy Filipino loves. "Sobrang Cheesy!" made its way from the commercial to people's expressions, television gag show spoofs and even movies. The line is spontaneously used by people when they describe a "sweet" our "touching" situation. • Grow Greenwich’s premium pizza market share to 45% (current share is 25%) through stealing share from Primary Competitor (Pizza Hut). • Be the NUMBER ONE in the following attributes: o Best-tasting pizza o Best-tasting cheese o Generous servings of toppings

Success of the Campaign

A month after the lauch, total Overloaded Pizza sales increased by 26.48% and total pizza sales increased by 17.82%. Comparing to year ago sales, overloaded pizza sales increased by 8.84% and total pizza sales increased by 9.70% The line “sobrang cheesy” made its way from the commercial to people’s expressions, television gag show spoofs and even movies. In fact, people spontaneously parroted the exact line “sobrang cheesy talaga” when they describe a “sweet” or “mushy” situation. Today, type “sobrang cheesy talaga” on Google, you’ll get 825,000 results, there’s also a Facebook account of Sobrang Cheesy talaga – proof of the line’s infiltration in pop culture.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

STRATEGY The product, cheesy pizzas was a best-seller from the start. We hinged on a ‘cheesy’ execution that was relevant to Filipinos. We featured different ‘cheesy’ situations and ‘cheesy’ lines that expressed positive emotions and affection to friends and loved ones. Indeed, Greenwich brought out the cheesy side of Filipinos – in a big way!