Duke Marketing was hired as Agency of Record for Straw Hat Pizza, the fifty plus year old California brand with 86 locations, in June of 2010.
Duke Marketing landed articles in the San Francisco Business Times and Nation's Restaurant News within one week of hiring as agency of record. The Duke Marketing team also garnered National in Pizza Marketplace & Pizza Today as well as an article in the Wall Street Journal four months after being hired.
The Straw Hat Pizza brand was planning growth outside of California for the first time in fifty years and needed a update to their décor and menu. Duke Marketing developed a refreshed look and feel for Straw Hat Pizza locations which includes wall murals with a collage featuring their famous California Pizza and fresh ingredients and messaging all matching the new décor package. A pizza wall, salad bar wall and game room wall murals were each developed and have been a huge hit in new locations and can be used in existing locations as well and cost is half of what the brand was using on the walls prior!
The BEFORE Salad Bar was bare and had no personality or directional signage for guests. The new look and feel (pictured above), Duke Marketing created is incoprorated into a wall mural that depicts the fresh produce fields and California grown produce comes from and provides a refreshed and branded wall that provides more than a directional signage but evokes emotion and educates guests at the same time.
Duke Marketing created a new brand, Tower 27 Yogurt, to add-on additional revenue and day-parts for Straw Hat Pizza. The goal was to apply this "weigh-and-pay" yogurt concept offers twenty-seven toppings and can be incorporated into existing locations or franchised as its own brand. The concept has been a hit and has garnered national media attention and has provided increased revenue for the company. The branded wall décor and franchise brochure were also developed by the Duke Marketing creative team.
In 2011, Duke Marketing partnered the Straw Hat Pizza brand with the famous cartoon cat, Garfield. The goal is to refresh the Straw Hat Pizza kids menu and game rooms found at most locations. The brand had a previous mascot but was not used for years and was dated. Duke Marketing developed the partnership with Jim Davis and PAWS, Inc. and today the marketing materials are underway including a new wall mural featuring Garfield eating his favorite pizza…Straw Hat Pizza!
Duke Marketing developed several local store marketing promotions for the brand. Valentine's Day was promoted by giving Valentine Cards to area elementary school teachers to give their students with a free kid's pizza offer. Over 500,000 free kid's pizzas were given away.
During the month of June Straw Hat Pizza celebrated is Hot Hat Sandwiches (a signature item) for $5 each and it was a great way to remind guests about the unique grab and go product.
October 2011, a percentage of each Queen sized pizza is donated to the Breast Cancer Foundation in honor of National Pizza Month and Breast Cancer Month.
Straw Hat Pizza
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Duke Marketing, LLC, established in 1989 and celebrating 25 years in business, is a California-based full service marketing communications agency specializing with multi-location and franchise organizations. Duke Marketing combines a full range of services, including: thought-leadership, local store marketing, public relations, consumer promotions and cause marketing, franchise communications, market-by-market planning, creative development, advertising and media buying with on-target strategies, fresh ideas and creative concepts to offer complete solutions.
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