Winning back customers by ‘bringing different to the table’

Casual dining chain Zizzi is a familiar presence on the UK’s high streets, but while it was a firm favourite among families and older couples,  twenty- and thirty-somethings were beginning to prefer trendier upstarts such as Franco Manca, Nando’s and Wagamamas.

During the pandemic, the business changed hands, and new owners Towerbrook are investing in the business for the long term, with an updated menu, revamped decor, and a commitment to investing in brand communications for the long term.

We created a media strategy that would allow us to showcase all those great new Zizzi dishes and the fun vibes with an AV strategy across linear TV, VOD, and Radio. We took advantage of ITV’s Backing Business program – an initiative aimed at getting more advertisers to try TV through added media value – and launched a solus ITV campaign targeting young adults, with a predominantly VOD based campaign.

A radio partnership with Capital helped us land the new menu message through trusted voices, while spot radio airtime reached people towards the back end of the week, in a recency strategy aimed at driving more weekend bookings, as well as spur of the moment walk ins.